Advances in Global Marketing A Research Anthology /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Leonidou, Leonidas C. (Editor, http://id.loc.gov/vocabulary/relators/edt), Katsikeas, Constantine S. (Editor, http://id.loc.gov/vocabulary/relators/edt), Samiee, Saeed (Editor, http://id.loc.gov/vocabulary/relators/edt), Aykol, Bilge (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2018.
• Edition: 1st ed. 2018.
• Subjects: Marketing.; International business enterprises.; Entrepreneurship.; International Business.

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, i...