Handbook of Research in International Marketing [Paperback]

Subhash C. Jain (Editor)

Book Description

Publication Date: November 30, 2005 | ISBN-10: 1845426363 | ISBN-13: 978-1845426361

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. The authors address the way international marketing actually functions, as well as theoretical explorations of how it should function. Some of the papers break through the bounds of traditional disciplines and methodologies to borrow whatever tools and concepts are needed for a particular inquiry. Others are less concerned with testing existing theory than with generating new insights. Still others provide results that are significant for managers. Many of the contributors are drawn to problems broad in scope and offer insights that are of considerable value for advancing the state of the art. Part I offers a review of the state of the art in international marketing and examines market orientation and withdrawal. Parts II through IV cover foreign market entry modes, strategy, and cross cultural issues. Parts V and VI discuss global electronic commerce as well as diffusion models, country equity, and global scorecards. A timely and innovative volume, "Handbook of Research in International Marketing" is a must read for anyone interested in marketing research or international business.

Editorial Reviews

About the Author

Edited by Subhash C. Jain, Professor of International Marketing, Director, Center for International Business Education and Research (CIBER), Director, GE Global Learning Center, University of Connecticut, US and Graduate School of Business, Zurich, Switzerland

Product Details

• Paperback: 500 pages
• Publisher: Edward Elgar Pub (November 30, 2005)
• Language: English
• ISBN-10: 1845426363
• ISBN-13: 978-1845426361
• Product Dimensions: 9.1 x 6.1 x 1.3 inches
• Shipping Weight: 1.7 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #1,924,285 in Books (See Top 100 in Books)