Edited by a scholar at the forefront of the field, this collection of articles represents the state of the art in international marketing research, with particular emphasis on the conceptual framework and theory development in the field. The last two decades have seen significant changes for international marketing, with global political and economic liberalization trends creating tremendous business opportunities and challenges. Reviewing the core micro- and macro- topics to emerge during this key period, leading edge papers examine organizational and personal consumer behaviour, the implications for success of various entry modes, marketing strategy, global strategy and strategic alliances. Volume One: looks at consumer behaviour, organizational buying issues, country of origin, global marketing research and methodological issues. Volume Two: looks at internationalization of firms, specific modes of entry, exporting, licensing. Volume Three: looks at franchising, joint ventures, exit strategies, internet in global marketplace, marketing strategies for emerging markets. Volume Four: looks at competitive strategy, conceptual development, sources of competitive advantage and performance implications, regionalization of global strategy, strategic alliances, learning and trust, recipes for alliance success.Volume Five: looks at global sourcing, global sourcing in a service context, market segmentation and positioning, global standardization vs. local responsiveness, marketing mix.Volume Six: looks at global product strategy, product development, global new product diffusion, global branding, global advertising, global pricing, global distribution.
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