Advances in Global Marketing

A Research Anthology

Business & Finance, Economics, International Economics, Marketing & Sales
Cover of the book Advances in Global Marketing by , Springer International Publishing
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Author: ISBN: 9783319613857
Publisher: Springer International Publishing Publication: October 20, 2017
Imprint: Springer Language: English
Author:
ISBN: 9783319613857
Publisher: Springer International Publishing
Publication: October 20, 2017
Imprint: Springer
Language: English

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance.  With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research.  It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business. 

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance.  With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research.  It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business. 

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