This work seeks to reflect both the greater scrutiny of quality of
research in international marketing and the diversity of approach.
Analytical techniques employed in the papers include: multiple
regression; factor analysis; conjoint analysis; and t-tests. The
papers come from diverse theoretical perspectives including game
theory, industrial organization, and power and conflict management,
as well as from cultural and ecological perspectives. The text is
not limited to issues associated with the Asia Pacific region,
although many of the papers focus on this growing region. It is
divided into four sections. Papers in the first section examine
corporate strategy in an international context, reflecting the
continued dynamism of global markets. Part 2 includes papers that
examine issues in global distribution and the marketing of
services. International advertising is the focus of the third
section. Part 4 consists of papers that make methodological
contributions to the international marketing literature.
General
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