ABSTRACT
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.
TABLE OF CONTENTS
part One|157 pages
Challenging the International Marketing Literature
chapter Two|30 pages
Success Factors of Export Marketing
chapter Three|15 pages
The International Involvement of Firms on the Unlisted Securities Market (USM)
chapter Seven|14 pages
Relations Between the Concept of Distance and International Industrial Marketing
part Two|89 pages
Marketing to China and Japan: Research Findings
chapter Ten|28 pages
Conquering the Chinese Market
chapter Twelve|20 pages
Japanese Buyer–Seller Relationships
part Three|117 pages
Empirical Studies of International Marketing that are Industry-Specific