In this update of the 2003 edition, Jain (marketing, U. of Connecticut School of Business) and Griffith (global marketing, Graduate School of Management, Michigan State U.) present a
state-of-the art review of research in international marketing that includes additional theoretical insights and an increasing focus on emerging market countries. In chapters based on papers
presented at the International Marketing Research Conference (U. of Connecticut, 2010) contributors discuss global branding issues (e.g., the challenge of "knock-off" brands due to lack of
regulation); marketing strategy (with insights from resource-advantage theory); cultural issues (including research on whether there is a global consumer'); and the base of the pyramid strategy
concept which treats the unmet needs of poor people worldwide. Guidelines for future research in the field are provided. Annotation 穢2012 Book News, Inc., Portland, OR (booknews.com)
