Key Developments in International Marketing, Gebunden

Klappentext

International marketing is a core disciplinary area within the broader international business field. Over the last 25 years, significant research attention has been devoted to addressing managerially relevant and theoretically important research questions pertaining to country entry modes and choices, international branding decisions, establishing, developing, and managing cross-border seller-buyer relationships, and other international marketing strategy issues. This book features key international marketing contributions to the international business literature.

Our focus in this book is on ten highly cited articles from the Journal of International Business Studies that address important topics in international marketing. In addition to the original contributions, the book offers an up to date view of the field following each of the articles, including reflections and assessments of how each article has impacted our understanding of the subject today. Contributors highlight major advances since the time of writing as well as current questions arising from the current international business world. The collection is complemented by two recently published articles tackling new frontiers of the field of international business. Commentaries on these two recent contributions are provided by leading marketing and international business scholars.

In sum, this collection provides readers with a careful selection of highly influential and timely works from the international marketing literature that will continue to greatly contribute to the international business discipline. With the addition of interesting post-script reflections, it also places emphasis on future research directions from the authors and leading scholars in the field.