The Sage Handbook of International Marketing

PART ONE: CHANGING MARKET ENVIRONMENTS The Ancient Road: An Overview of Globalization The Changing Global Political and Institutional Environment Marketing and the Global Legal Environment PART TWO: CONSUMER BEHAVIOR RESEARCH Consumer Cognition across Cultures Nation Equity: Country of Origin Effects and Globalization Researching International Markets: Philosophical and Methodological Issues PART THREE: MARKET ENTRY AND EXIT DECISIONS Research into Exporting: Theoretical, Methodological, and Empirical Insights Licensing and Franchising Joint Ventures and Alliances Establishment Mode Choice: Acquisition versus Greenfield entry Exit Strategies PART FOUR: GLOBAL STRATEGY Global Competitive Marketing Strategy Global Sourcing Uniformity versus Conformity: The Standardization Issue in International Marketing Strategy PART FIVE: DEVELOPING MARKETING STRATEGY International Diffusion of New Products Global Branding Pricing in the Global Market Place Global Communication Global Channels of Distribution Global Trends in Grocery Retailing Salesforce Management PART SIX: EMERGING ISSUES IN GLOBAL MARKETING Role of the Internet Organizational Heritage, Institutional Changes and Strategic Responses of Firms from Emerging Economies Small Multinational Enterprises under Globalization Ethics and Corporate Social Responsibility for Marketing in the Global Marketplace