The SAGE Handbook of International Marketing
Masaaki Kotabe, Kristiaan Helsen
Over the past two decades; the nature of international marketing has faced
huge change. Increasingly challenged with the unprecedented emergence of
globally integrated, yet geographically scattered activities multinational
marketing has had to respond accordingly. **The SAGE Handbook of International
Marketing** brings together the fundamental questions and themes that have
surfaced and promises to be an essential addition to the study of this
critical subject area.
In an internationally minded and detailed analysis, the contributors seek to
examine the state of the art in research in international marketing, with
particular emphasis on the conceptual framework and theory development in the
field. Looking at new research, formative and fundamental literature and the
nature of strategic alliance and global strategy, this timely and
comprehensive handbook offers the reader a compelling examination of the
central concerns of marketing for an international community.