Edited by a scholar at the forefront of the field, this collection of articles represents the state of the art in International Marketing research, with particular emphasis on the conceptual framework and theory development in the field. The last two decades have seen significant changes for international marketing, with global political and economic liberalization trends creating tremendous business opportunities and challenges. Reviewing the core micro and macro topics to emerge during this key period, leading edge papers examine organizational and personal consumer behavior, the implications for success of various entry modes, marketing strategy, global strategy and strategic alliances.

Volume 1 looks at Consumer Behavior, Organizational Buying Issues, Country of Origin, Global Marketing Research and Methodological Issues; Volume 2 looks at Internationalization of Firms, Specific Modes of ...

Overview

MasaakiKotabe

Introduction

Marketing is essentially a creative corporate activity involving the planning and execution of the conception, pricing, promotion, and distribution of ideas, products, and services in an exchange that not only satisfies customers' current needs but also anticipates and creates their future needs at a profit.1 Marketing is not only much broader than selling; it also encompasses the entire company's market orientation toward customer satisfaction in a competitive environment. In other words, marketing strategy requires close attention to both customers and competitors. Quite often marketers have focused excessively on satisfying customer needs while ignoring competitors. In the process, competitors have outmaneuvered them in the marketplace with better, less-expensive products. The same logic applies to research in international marketing. Research focus on both customers and competitors is ...

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