The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Global Marketing: Research on Foreign Entry, Local Marketing, Global Management

Global marketing: Research on foreign entry, local marketing, global management

Introduction

As we all know, markets are opening up around the world and companies are increasingly ‘going global,’ at least in their managers' mindsets. Not to be left behind, academic research in marketing has also an increasingly strong international component, whether explicitly introduced or not. Among practitioners international experience and a posting abroad are becoming the sine qua non of the organizational career path. In business schools deans prescribe an ‘internationalized’ curriculum to characteristically ambivalent faculty. These developments are not surprising. Global marketing as an area of academic inquiry and practical management provides fascinating challenges, is hugely stimulating, and is in tune with the ‘victory’ of the ...

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