International Marketing

Edited by a scholar at the forefront of the field, this collection of articles represents the state of the art in International Marketing research, with particular emphasis on the conceptual framework and theory development in the field. The last two decades have seen significant changes for international marketing, with global political and economic liberalization trends creating tremendous business opportunities and challenges. Reviewing the core micro and macro topics to emerge during this key period, leading edge papers examine organizational and personal consumer behavior, the implications for success of various entry modes, marketing strategy, global strategy and strategic alliances.