Handbook of Research in International Marketing

ISBN-13: 9781849803021 / Angielski / Twarda / 2011 / 432 str.

Subhash C. Jain;David A. Griffith

Opis

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.