Handbook of Research on Effective Marketing in Contemporary Globalism

Each chapter seems to help satisfy, yet enhance, conventional marketing practices, while the underwritten approach is the use of global synergies toward the establishment of global portfolios. This handbook of research is distinctive because the authors seem to assist the learning process by segmenting the 21 chapters into niche strategies, relevant examples, and a wide variety of illustrations supported by either empirical data or primary case studies. Whether the handbook is used as a case-oriented approach or is read for particular case-based environments, the reader will not be disappointed by structure or content. The text is as much practical as it is wide-ranging, because it tackles highly crafted chapter titles, yet each contributes to the ever-changing field of global marketing.

In this sequel toTranscultural Marketing for Incremental and Radical Innovation, business and management scholars from across the globe offer 21 chapters on marketing in the global environment. They address innovation in logistics; the role of innovation in strategic international marketing; the role of culture, motivation, and ethnic consumer behavior; the creation of a culturally sensitive marketing strategy for diffusion of innovation using Hofstede's dimensions of national culture; sales forecasting practices in small-scale manufacturing plants in Macedonia; the role of internal marketing through knowledge management in the non-profit sector; and transcultural understanding in business communications in Korea and the US.