《国际营销战略研究 英文版》

ContentsForeword8

Preface9

Part One:Analysis1 Reconciling global marketing and one-to-one marketing-a global individualism response?（C．W． Halliburton）9

About the authors11

Acknowledgements14

2 Outgrowth of ASEAN,a Common Market of the Pacific:lessonsto be learnt from the European experience（K．Day and P．Herbig）25

3 Developing global products and marketing strategies:a constructand a research agenda（J．Wills,A．C．Samli and L．Jacobs）45

4 Linking consumer behaviour constructs to international marketingstrategy:a comment on Wills,Samli and Jacobs,and an extension（Lyn S．Amine）66

5 Multinational market portfolios in global strategy development（G．D．Harrell and R．O．Keifer）83

6 Wine marketing:cross-cultural segmentation（I．Doole,J．Halland M．Shaw）99

7 Gathering and intepreting strategic intelligence in Asia Pacific（P．Lasserre）113

Part Two:Development8 Towards a new global strategy（G．Yip）139

9 Successful global strategies for service companies（H．Matheand C．Perras）143

10 The characteristics and development of exporting firms at differentstages of internationalisation（R．Lowe and I．Doole）163

11 Export market expansion strategy:differences between marketconcentration and market spreading（C．S．Katsikeas andL．C．Leonidou）180

12 Developing strategic alliances:a conceptual framework for successfulcooperation（C．Bronder and R．Pritzl）205

13 International branding:demand-or supply-driven opportunity?（L．de Chernatony,C．Haliburton and R．Bernath）223

14 New products:the factors that drive success（R．G．Cooper）239

Part Three:Implementation239

15 Review of a 40-year debatein international advertising（M．Agrawal）267

16 A typology of distribution channel systems:a contextual approach（K．Kim and G．L．Frazier）297

17 How to address the grey market threat using price coordination（G．Assmus and C．Wiese）316

18 Building and entrepreneurial corporation:new organisationalprocesses,new managerial tasks（S．Ghoshal and C．Bartlett）338

19 Ethics and the challenge for international marketing managers（R．Lowe）372

Index389