Handbook of research in international marketing edited by Subhash C. Jain, David A. Griffith.
Detalles de publicación: Cheltenham, UK Northampton, Ma. Edward Elgar c2011.Edición: 2nd edDescripción: xv, 417 p. ill. 24 cmISBN:- 9781849803021
- 1849803021
- 658.84072 H2361 2011 23
- HF1416 .I645 2010
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Referencia | Biblioteca Encarnación Valdés Sala de Referencia bev | 658.84072 H2361 2011 (Navegar estantería(Abre debajo)) | Disponible | 80000002488214 |
Descripciones mejoradas de Syndetics:
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.
The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV.
Scholars and students in marketing and international business will find much of value in this comprehensive volume.
Contributors: Y. Bao, E. Berger, S.T. Cavusgil, C.S. Craig, S.P. Douglas, A. el Banna, J. Evans, F. Fastoso, E. Gencturk, D.A. Griffith, S.C. Jain, J.K. Johansson, D. Kandemir, L.C. Leonidou, P. Magnusson, P. Matthyssens, S.A. Murphy, C.C. Nakata, N. Papadopoulos, P. Pauwels, J.I. Rojas-Mendez, E. Ruzo, S. Samiee, R. Sarathy, J.T. Simpson, C.M.P. Sousa, R. Varadarajan, S.A. Westjohn, J. Whitelock, S. Xu, G. Yalcinkaya, A. Yaprak, C. Yeo, S. Zhang
Previous ed. : 2003.
"Papers from the International marketing theory conference held on 17-19 June 2010 at the University of Connecticut" --pref.
Includes bibliographical references and index.
Pt. 1. Global branding issues -- pt. 2. Insights into international marketing strategy -- pt. 3. Cultural issues in international marketing research -- pt. 4. Harnessing the BOP market.