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International Marketing Research – Opportunities and Challenges in the 21st Century: Advances in International Marketing

Autor Alex Rialp, Josep Rialp
en Limba Engleză Hardback – 26 noi 2006
A collection of original, high-quality essays in international marketing. Both theoretical/conceptual and empirical contributions are included. Written by scholars from all over the world, these essays address various aspects of export and multinational marketing. While some authors focus on managerial issues in international marketing, others take a public policy or comparative perspective. Similarly, while some authors may confine their analyses to well-established concepts or methodologies in international marketing, others have the opportunity to incorporate new and innovative perspectives.

*Examines international marketing from theoretical and practical perspectives
*Addresses various aspects of export and multinational marketing through management, public policy, and other issues
*Online availability via ScienceDirect
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Specificații

ISBN-13: 9780762313693
ISBN-10: 0762313692
Pagini: 424
Dimensiuni: 155 x 234 x 584 mm
Greutate: 0.77 kg
Editura: Emerald Publishing
Seria Advances in International Marketing


Public țintă

Researchers in international marketing and MBA students

Whereas the primary target readers of this volume are surely scholars and students generally interested in international business/marketing or even international entrepreneurship disciplines, both practitioners and policy-makers in this field should also find relevant insights into their current and future activities