Handbook of Research in International Marketing
By Unknown Author.
Description
Presenting the challenges and opportunitites ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights into the revitalization of the field. The authors address the way international marketing actually functions, as well as theoretical explorations of how it should function. Some of the papers break through the bounds of traditional disciplines and methodologies to...
ISBN(s)
1840649461, 9781840649468
