Description: International Marketing in Fast Changing EnvironmentAuthor(s): Bryan Jean, Jyh-Shen Chiou, Shaoming Zou Format: Hardback Publisher: Emerald Publishing Limited, United Kingdom Imprint: Emerald Group Publishing Limited ISBN-13: 9781781908969, 978-1781908969 Synopsis Volume 24 of Advances in International Marketing, guest-edited by Professors Jean, Chiou and Zou, considers the impact of major trends in external and internal environments of the firm on international marketing. Major themes include: emerging market firms? innovation, technology-enabled marketing innovation, global account management, knowledge sharing in international alliances, internationalization of small and entrepreneurial firms, export marketing channels, global companies and issues of national culture on consumers? Evaluation of MNEs performance and teaching international marketing to students. Papers in part one focus on innovation from emerging markets, including the impact of technological innovation on management innovation in terms of global account management in emerging markets firms and the impact of context on international strategic alliance knowledge transfer and innovation. Part two combines studies with a small- and medium-sized firm perspective and a focus on entrepreneurship. Part 3 looks at export marketing issues, such as sales subsidiaries, foreign channel selection and dependence on export channel co-ordination. Part 4 is devoted to globalization and culture issues, including the dimensions of a global company and the impact of pervasion of national culture on consumers? Evaluation of MNEs performance. Part 5 deals with the effectiveness of alternative teaching methods of international marketing.
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Book Title: International Marketing in Fast Changing Environment
Number of Pages: 350 Pages
Publication Name: International Marketing in Fast Changing Environment
Language: English
Publisher: Emerald Publishing The Limited
Item Height: 229 mm
Subject: Marketing
Publication Year: 2013
Type: Textbook
Item Weight: 567 g
Author: Bryan Jean, Jyh-Shen Chiou, Shaoming Zou
Item Width: 152 mm
Series: Advances in International Marketing
Format: Hardcover
