The theme of this issue is international buyer behavior. The papers collected in this volume contribute to theory development and contain important implications for managers and policy makers. With chapters written by leading marketing scholars from around the world, including current and/or former Presidents of the American Academy of Advertising, the European Academy of Advertising, and the Korea Advertising Society, this volume focuses on cutting edge issues that affect buyer behavior in an international context.
The first of the four sections of the book focuses on a controversial topic: the impact of direct to consumer prescription drug advertising on consumers. Next is a group of papers that looks at the role of emotions in advertising and retailing contexts and their impact on buyers. The third section of the book examines cultural factors as they pertain to buyer behavior in multiple contexts, including explaining apparently paradoxical buyer behavior among Koreans and examining drivers of satisfaction with industrial goods across markets. The final set of chapters examines a truly hot topic in international buyer behavior research: interactive marketing in international contexts. Papers in these chapters examine current issues such as developing loyalty to on-line communities, reactions to mobile gaming and banner advertisements, and cross-national differences in website structure.

In recent years, regional innovation systems (RIS) and innovative activity have been recognized as having important roles to play in regional economic development policy. The goal of this book is empirically to expand our understanding of the relationship between regional economic growth and the local characteristics of RIS. In this innovative research, Dr. Lee addresses a fundamental question: "Most research on innovation and RIS is focusing on high-tech industries in large metropolitan areas or developed regions. However, how can we construct or develop RIS in less developed areas, which may overlook the endogenous capabilities of less-developed regions?" The book presents important new research material, in the form of detailed empirical studies of non-metropolitan counties in the U.S. South, and offers practical policy implications. As a result, the book elucidates our understanding of which local innovative activity and characteristics of RIS matter in regional economic growth. Regional Innovation Systems in Regional Development will be of vital benefit to those studying in the field of regional economic development, especially for less developed areas.