pertaining measurement and research methodology in an international marketing context. Written by a group of internationally … research methods, for example in the context of marketing efficiency measurement or international market segmentation …. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research …

in the area of branding, product design, innovation, and strategic thought in international marketing. This volume was …

Volume 26 of Advances in international marketing is devoted to a set of papers that attempt to develop new knowledge or … refine the existing knowledge to account for the emerging international marketing issues in a fast changing world. These … marketing strategies in fast changing environments. Collectively, the papers in Volume 26 shed significant light on many …