Strategic International Marketing : An Advanced Perspective (Paperback)

Introduction; T.C.Melewar & S.Gupta.- International Branding: Creating Global Brand Equity Through Language; J.C.Usunier & J.Shaner.- Globalization; S.Onkvisit & J.J.Shaw.- Setting Prices for Global Markets; R.Mohd Roslin.- Managerial Challenges in Setting Prices: Price-quality Cues, Role of the Sales Force and Global Issues; J.Hari.- Managing Brands with Retailers: An International Perspective; M.Glynn.- The Concept of Place in International Strategic Marketing Decisions; E.Kipnis & A.Broderick.- International Marketing Communication as the Global Marketing Change Agent; D.E.Schultz.- The Adoption of Interactive Digital Television by Advertising Professionals: Exploring an International Marketing Communication Medium; V.Cauberghe & P.De Pelsmacker.- Development of the International Human Factor: Internal Marketing and Human Resource Management Perspectives; K.Podnar, A.Kohont & Z.Jan?i?.- An Analysis of the People Dimension in International Marketing; M.R.Czinkota & A.C.Samli.- Processes: The Way Forward; K.Lindberg-Repo.- Export Market-Oriented Processes and Export Performance: Quadratic and Moderated Relationships; M.J.French & J.W.Cadogan.- The Dematerialisation of Marketing in a Global Economy; A.Palmer.- Physical Evidence as an Asset in Nation-brand Equity; K.Dinnie.- Future Directions in International Marketing: The Decade Ahead; R.Fletcher & T.Chikweche.- Closing; R.Fletcher.