Elgar Encyclopedia of International Marketing Management

This comprehensive Encyclopedia provides an authoritative overview of international marketing management, analysing a wide array of topics and pointing to future development in the field. Bringing together a range of interdisciplinary and geographically diverse perspectives, leading experts synthesize the key issues and challenges within international marketing. They examine crucial concepts including stimuli and barriers to international engagement, foreign environmental impacts, global market competition, foreign market selection and entry, international marketing strategies, and corporate social responsibility. Drawing on state-of-the-art marketing knowledge, entries evaluate the complex challenges international marketers face, from political risk and cross-cultural differences to buyer behavior differences and fierce global competition, serving as an essential reference point for understanding the variety and richness of contemporary international marketing. The Elgar Encyclopedia of International Marketing Management is an illuminating and original resource for scholars and students of global marketing, international business and management, and strategic management. Policymakers and practitioners seeking to develop their knowledge and strategies in international marketing will also benefit from its astute analyses and pragmatic insights. Key Features:Presents 61 entries organized into 20 distinct parts for ease of referenceProvides insights from over 100 business scholars across 23 countriesAmalgamates the numerous avenues of international marketing studies into one essential guide