Handbook of research in international marketing
Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their...
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| Corporate Authors: | , |
| Format: | eBook |
| Language: | English |
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Cheltenham
Edward Elgar
2003
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field pt. 1. Introduction -- pt. 2. Entry strategy -- pt. 3. Cross-cultural research issues -- pt. 4. Marketing strategy -- pt. 5. Global electronic commerce -- pt. 6. Special topics |
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| Physical Description: | xv, 500 p ill |
| ISBN: | 9781845426361 1840649461 9781781950395 9781840649468 |