Deepen your knowledge with these carefully selected journal articles that provide extra commentary and analysis on important topics.

Nagar, Komal. “Evaluating the Effect of Consumer Sales Promotions on Brand Loyal and Brand Switching Segments.” Vision 13, no. 4 (October 2009): 35–48. 

1. If you routinely purchase a product, is this considered brand loyalty? Why or why not?
2. Promotion usually has a short or long term impact on purchasing behaviour?
3. This paper gives an extremely narrow view of sales promotions. What other types of promotions do you think influence switching behaviour? Why?

Van Bruggen, Gerrit H., Kersi D. Antia, Sandy D. Jap, Werner J. Reinartz, and Florian Pallas. “Managing Marketing Channel Multiplicity.” Journal of Service Research 13, no. 3 (August 2010): 331–40.

1. Discuss the promotional elements mentioned in the opening vignette.
2. Explain how an international marketing manager would need to manage all the types of promotions discussed in the chapter after reading this paper.

Jones, D. L., & McCleary, K. W. (2004). A Model for Assessing Cultural Impacts on International Buyer-Seller Relationships for Key Accounts of Hotel Companies. Journal of Hospitality & Tourism Research, 28(4), 425–443.

1. What are the dimensions of national culture?
2. Discuss how culture affects the buyer–seller relationship

Bush, Victoria D., Gregory M. Rose, Faye Gilbert, and Thomas N. Ingram. “Managing Culturally Diverse Buyer-Seller Relationships: The Role of Intercultural Disposition and Adaptive Selling in Developing Intercultural Communication Competence.” Journal of the Academy of Marketing Science 29, no. 4 (October 2001): 391–404.

1. What is the purpose of this article?
2. Describe adaptive selling behaviour and why it is important in international marketing.
3. What did they find out in this article?