The SAGE Handbook of International Marketing

The SAGE Handbook of International Marketing

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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.This does not imply that every case of product piracy implies a a#39;100% copya#39;4 of the original product carrying the same a€“ copied a€“ brand. ... 2001). One form of piracy that is omnipresent pertains to digital product piracy. As discussed in the Internet section of this chapter, the ... The Sceo build by ShuangHuan is often reported to amount to a copy of the BMW X5 and this is only one example of barefaced copies that ... Different industries face problems with re-imports or gray market goods.

Title:The SAGE Handbook of International Marketing
Author:Masaaki Kotabe, Kristiaan Helsen
Publisher:SAGE - 2009-01-05


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