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Full Description
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.
Contents
Introduction. Part 1: Challenging the International Marketing Literature. 1. Research Developments in International Marketing: A European Perspective David Ford and Leo Leonidou. 2. Success Factors of Export Marketing: A Meta-analytic Critique of the Empirical Studies Hans Georg Gemunden. 3. The International Involvement of Firms on the Unlisted Securities Market (USM) T Cannon, J McKay and A McAuley. 4. The Management Contract as a Mode of Industrial Co-Operation. F N Burton and A Hammountene. 5. Buyer-Seller Relationships: Alternative Conceptualizations. David T Wilson and K E Kristan Moller. 6. Relationship Atmosphere in International Business Lars Hallen and Madelene Sandstroem. 7. Relations Between The Concept of Distance and Internationals Industrial marketing Jan-Ake Toernroos. 8. New Product Development in Industrializing Countries: A Pilot Study Heidi-Vernon-Wortzel and Lawrence H. Wortzel. Part 2: Marketing to China and Japan: Research Findings 9. Marketing to China: A Framework Aidan Cronin. 10. Conquering the Chinese Marketing: A Study of Danish Firms' Experiences in the People's Republic of China B B Schlegelmilch, A Diamantopoulos, M Petersen. 11. Alternative Approach Strategies for Buyer-Seller Relations with the People's Republic of China Wesley J Johnson. 12. Japanese Buyer-Seller Relationships: The use of the IMP Interaction approach to Elucidate the Distinctively Japanese Features Nigel J Holden. Part 3: Empirical Studies of International Marketing That Are Industry-Specific. 13. Competitiveness Through Networks of Relationships in Information Technology Product Markets. M T Cunningham and K Culligan. 14. Marketing and Purchasing of Industrial Goods: A Study of the US Commercial Aircraft Engine Industry Carl R Frear and Lynne E Metcalf. 15. Marketing Strategy and the Meteoric Rise of Captive Imports Among the US Big Three Automotive Manufacturers Marc N Scheinman. 16. The Role of Networking in the Development of Successful Innovations by Small and Medium Sized Firms in the UK Medical Equipment Industries Brian Shaw. 17. Competitive Distribution Networks: The Finnish Magazine Bo Forsstroem. 18. Changes in Industrial Networks as Flow-Through Nodes. Geoff Easton and Anders Lundgren.
