Marketing strategy is constantly adapting in the changing
environment of International Business. This book draws together an
eminent and international body of researchers to analyse recent
changes in world markets and marketing practices. It analyses,
codifies and challenges existing literature on the subject; it
offers industry specific studies of international marketing
practices and their relative successes; and it presents valuable
research findings on the increasingly important markets of China
and Japan. The book is a three-fold contribution to the study and
practice of International Marketing. Blending empirical studies
with critical theory, the collection sheds much desired light on
this important and often-neglected area.
General
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