Handbook of Research in International Marketing, Hardcover by Jain, Subhash C...

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Book Title	Handbook of Research in International Marketing
ISBN	9781849803021

Handbook of Research in International Marketing, Hardcover by Jain, Subhash C. (EDT); Griffith, David A. (EDT), ISBN 1849803021, ISBN-13 9781849803021, Brand New, Free P&P in the UKIn this update of the 2003 edition, Jain (marketing, U. of Connecticut School of Business) and Griffith (global marketing, Graduate School of Management, Michigan State U.) present a state-of-the art review of research in international marketing that includes additional theoretical insights and an increasing focus on emerging market countries. In chapters based on papers presented at the International Marketing Research Conference (U. of Connecticut, 2010) contributors discuss global branding issues (., the challenge of "knock-off" brands due to lack of regulation); marketing strategy (with insights from resource-advantage theory); cultural issues (including research on whether there is a global consumer'); and the base of the pyramid strategy concept which treats the unmet needs of poor people worldwide. Guidelines for future research in the field are provided. Annotation ©2012 Book News, Inc., Portland, OR ()

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