Essay on Marketing Chapter Sample

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PERSPECTIVES ON
INTERNATIONAL
MARKETING
– RE-ISSUED
Edited by
Stanley J. Paliwoda

ROUTLEDGE LIBRARY EDITIONS:
INTERNATIONAL BUSINESS

ROUTLEDGE LIBRARY EDITIONS:
INTERNATIONAL BUSINESS

PERSPECTIVES ON INTERNATIONAL
MARKETING – RE-ISSUED

PERSPECTIVES ON INTERNATIONAL
MARKETING – RE-ISSUED

Edited by
STANLEY J. PALIWODA

Volume 29

ROUTLEDGE

Routledge
Taylor &. Francis Group

LONDON AND NEW YORK

First published in 1991
This edition first published in 2013 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Simultaneously published in the USA and Canada by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 1991 Stanley J. Paliwoda
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-0-415-63009-2 (Set) eISBN: 978-0-203-07716-0 (Set)
ISBN: 978-0-415-65769-3 (Volume 29) eISBN: 978-0-203-07661-3 (Volume 29)
Publisher’s Note
The publisher has gone to great lengths to ensure the quality of this reprint but points out that some imperfections in the original copies may be apparent.
Disclaimer
The publisher has made every effort to trace copyright holders and would welcome correspondence from those they have been unable to trace.

NEW PERSPECTIVES
ON INTERNATIONAL
MARKETING
EDITED BY
STANLEY J. PALIWODA

ROUTLEDGE

London and New York

First published 1991 by Routledge
11 New Fetter Lane, London EC4P 4EE
Simultaneously published in the USA and Canada by Routledge a division of Routledge, Chapman and Hall, Inc.
29 West 35th Street, New York, NY 10001
© 1991 Stanley J. Paliwoda
Typeset by J&L Composition, Filey, North Yorkshire
Printed and bound in Great Britain by
Mackays of Chatham PLC, Chatham, Kent
All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
British Library Cataloguing in Publication Data
New Perspectives on international marketing.
1. International marketing
I. Paliwoda, Stanley J.
658.848
0–415–05344–7
Library of Congress Cataloging in Publication Data
New Perspectives in international marketing / edited by Stanley J.
Paliwoda.
p. cm. Includes bibliographical references and indexes.
ISBN 0–415–05344–7
1. Export marketing—case studies. 2. Marketing—China—Case studies. 3. Marketing—Japan—Case studies. 4. International business enterprises—Case studies. I. Paliwoda, Stanley J.
HF1416.A38 1991
658.8 48—dc20
90–37092
CIP

CONTENTS

Introduction

vii

Part I Challenging the international marketing literature
1 Research developments in international marketing: a European perspective
David Ford and Leo Leonidou
2 Success factors of export marketing: a meta-analytic critique of the empirical studies
Hans Georg Gemünden
3 The international involvement of firms on the Unlisted
Securities Market (USM)
T. Cannon, J. McKay, and A. McAuley
4 The management contract as a mode of industrial co-operation F. N. Burton and A. Hammoutene
5 Buyer–seller relationships: alternative conceptualizations David T. Wilson and K. E. Kristan Moller
6 Relationship atmosphere in international business
Lars Hallén and Madelene Sandström
7 Relations between the concept of distance and international industrial marketing
Jan-Åke Törnroos
8 New…