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- Tác giả: Leonidas C. Leonidou
- Thông tin XB: Switzerland: Springer, 2018
- Mô tả vật lý: xix, 517 p.
- Tóm tắt: 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, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and ...
- Từ khóa: International Marketing Research; Market Engagement; Innovation; Customer Behavior
- Chế độ xem
- 291
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