THE SAGE HANDBOOK OF INTERNATIONAL MARKETING by Masaaki Kotabe (Editor), Kristiaan Helsen (Editor) ( 9781412934282 )

Item Details

Title:

THE SAGE HANDBOOK OF INTERNATIONAL MARKETING

By:

Masaaki Kotabe (Editor), Kristiaan Helsen (Editor)

Format:

Hardback

List price:

£150.00

Our price:

£135.00

Discount:

10% off

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£15.00

ISBN 10:

1412934281

ISBN 13:

9781412934282

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Publisher:

SAGE PUBLICATIONS INC

Pub. date:

5 January, 2009

Pages:

568

Description:

International marketing underwent fundamental changes in the last two decades - The Handbook of International Marketing examines the state of the art in research in international marketing during this period.

Synopsis:

Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

Publication:

Imprint:

SAGE Publications Inc

Returns:

Returnable

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