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International Marketing in Fast Changing Environment (Hardcover, New)
Loot Price: R4,280
Discovery Miles 42 800
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International Marketing in Fast Changing Environment (Hardcover, New)
Series: Advances in International Marketing
Expected to ship within 12 - 19 working days
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Volume 24 of Advances in International Marketing, guest-edited by
Professors Jean, Chiou and Zou, considers the impact of major
trends in external and internal environments of the firm on
international marketing. Major themes include: emerging market
firms? innovation, technology-enabled marketing innovation, global
account management, knowledge sharing in international alliances,
internationalization of small and entrepreneurial firms, export
marketing channels, global companies and issues of national culture
on consumers? Evaluation of MNEs performance and teaching
international marketing to students. Papers in part one focus on
innovation from emerging markets, including the impact of
technological innovation on management innovation in terms of
global account management in emerging markets firms and the impact
of context on international strategic alliance knowledge transfer
and innovation. Part two combines studies with a small- and
medium-sized firm perspective and a focus on entrepreneurship. Part
3 looks at export marketing issues, such as sales subsidiaries,
foreign channel selection and dependence on export channel
co-ordination. Part 4 is devoted to globalization and culture
issues, including the dimensions of a global company and the impact
of pervasion of national culture on consumers? Evaluation of MNEs
performance. Part 5 deals with the effectiveness of alternative
teaching methods of international marketing.
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