International Marketing Review: Volume 5 Issue 4

EVALUATING CROSS‐NATIONAL SALES PROMOTION STRATEGY: AN AUDIT APPROACH

Ellen R. Foxman, Patriya S. Tansuhaj, John K. Wong

Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales…

DETERMINANTS OF LDC MANDATED COUNTERTRADE

Sam C. Okoroafo

The increased use of government imposed countertrade (mandated countertrade) by developing nations (LDCs) to meet their economic goals has been of particular concern to…

IDENTIFYING THE GLOBAL PRO‐TRADE CONSUMER

John C. Crawford, Barbara C. Garland, G. Ganesh

This article examines the extent to which there is a global pro‐trade consumer segment that cuts across levels of economic development. This study, involving two different…

CONTENT ANALYSIS: AN ANALYTICAL TECHNIQUE FOR INTERNATIONAL MARKETING RESEARCH

David R. Wheeler

Effective international marketing requires collection of large amounts of data from diverse sources and sensitive use of such information in marketing strategy. While marketing…

WILL AMERICAN EXPORT TRADING COMPANIES REPLACE TRADITIONAL EXPORT MANAGEMENT COMPANIES?

Donald G. Howard, James M. Maskulka

This article examines the American Export Trading Company (AETC) as authorised under the Export Trading Company Act of 1982. It reviews the three critical elements necessary for…

EXPORT ACTIVITIES AND PROSPECTS OF HAWAIIAN FIRMS

Ralph C. Hook, Michael R. Czinkota

Export activity has become an issue of national importance with exports from the Pacific region increasing dramatically over the past ten years. Within the Pacific region, Hawaii…