The Sage Handbook of International Marketing


“Kotabe and Helsen have assembled a strong group of contributors for their volume, which provides comprehensive, detailed coverage of international marketing.  The field of international marketing is constantly changing along with the global landscape in general, and the editors present a wealth of theoretical and conceptual information to serve as a foundation for understanding these topics.” (D. Aron 2010-02-25)

About the Author

Masaaki “Mike” Kotabe holds the Washburn Chair Professorship in International Business and Marketing, and is Director of Research at the Institute of Global Management Studies at the Fox School of Business and Management at Temple University.  He currently serves as the Editor of the Journal of International Management.  Prior to joining Temple University in 1998, he was Ambassador Edward Clark Centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin.  Dr. Kotabe served as the Vice President of the Academy of International Business in 1997-98.  In 1998, he was elected a Fellow of the Academy of International Business for his significant contribution to international business research and education. He has written over 100 scholarly publications. His research work has appeared in such journals as the Journal of International Business Studies, Journal of Marketing, Strategic Management, and Academy of Management Journal.

SKU: isbn-9781412934282 Category:


Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area.

In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

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