Advances in International Marketing
Volume 7

Edited by S. Tamer Cavusgil
The Eli Broad Graduate School of Management
Michigan State University
and
Charles R. Taylor
Department of Marketing, Villanova University

Volume 7, Marketing in Asia Pacific and Beyond
1996, 225p
ISBN 1-55938-839-0

CONTENTS:

• Preface, S. Tamer Cavusgil
  
• Introduction, Charles R. Taylor

PART I. CORPORATE STRATEGY IN THE 1990s

• Global Comparisons of Channel Integration Strategies and Strategic Alliances, Heon Deok Yoon, Edward A. Morash, M. Bixby Cooper, and Steven R. Clinton
  
• Strategic Alliances: Contrasting Korean and U.S. Preferences, Seoil Chaiy and David B. Montgomery
  
• Marketing, Open Markets and Political Democracy: The Experience of the Pacrim Countries, Hans B. Thorelli
• A Comparison of the Perceptions of Clients and Design Consultants Toward Corporate Identity Programs, Dae Ryun Chang, Don Ryun Chang and Kwoon Soo Lee

PART II. ISSUES IN GLOBAL DISTRIBUTION AND THE MARKETING OF SERVICES

• Competitive Intensity and Channel Structure in Korean Consumer Goods Industries, Changhoon Shin, Minhi Hahn and Sehoon Park
  
• International Marketing and the Role of Logistics: Logistics Strategies and the Implications for Management and Government, John C. Taylor
  
• Negotiation Processes and Outcomes in International Technology Transfer, Sejo Oh and Sungil Kim
  
• Evaluation and Management of Professional Services in Korea, Mary Anne Raymond and William Rylance
  

PART III. INTERNATIONAL ADVERTISING

• The Changing Information Content of Advertising: A Longitudinal Analysis of Korean Magazine Ads, Young Sook Moon and George R. Franke
  
• Environmental Influence on U.S. Multinational Advertising Agencies: A Market Development Perspective, Alan T. Shao
  
• Advertising Presentations of the Independent vs. Interdependent Self to Korean and U.S. College Students, Julie Scott Wilcox, Gyungtai Ko, James W. Gentry, Michael Stricklin and Sunkyu Jun
  
• Foreign Elements in Korean and U.S. Television Advertising, Charles R. Taylor and Gordon E. Miracle

PART IV. METHODOLOGICAL CONTRIBUTIONS TO THE INTERNATIONAL MARKETING LITERATURE

• Dimensions of Global Strategy and Their Utilization by European and Japanese MNCs: An Exploratory Study, Shaoming Zou and Jay L. Laughlin
  
• Evaluating the CYMC Cosmopolitanism Scale on Korean Consumers, Sung-Joon Yoon, Hugh M. Cannon and Attila Yaprak
  
• Country of Production / Assembly as a New Country Image Construct: A Conceptual Application to Global Transplant Decisions, Dong Hwan Lee and Charles M. Schaninger
  
• An Investigation of the Optimum Number of Response Categories for Korean Consumers, Kyung Hoon Kim