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Book Review: Advances in International Marketing

parts a freshness and often an inconsistency with the expected that raises relevant research questions and shows each to be ripe for further in-depth study. In addition, through examining interactions as perspectival, reflective, negotiable, relational, and processual, these books model the dynamism of the marketplace and of persuasion in a way that is seldom captured in the academic literature. Practitioner readers may find both a resonant chord of recognition and the satisfaction that Prus has addressed a major deficiency in the marketing literature. In the first book Prus provides insight into the role and motivations of the sellers in the buyer-seller exchange, whereas in the second he highlights the ambiguous and sometimes overlapping roles in a sales exchange wherein both buyer and seller attempt to cajole, control, and persuade. Levy (1978) points out that both buyers and sellers are behaving, but only half of this dyad is represented in a behavioral discipline, that of consumer behavior. The other half of the exchange is represented by normative models of institutional structures. These books by Prus flesh out the vendor side of the exchange dyad by characterizing sellers not as lifeless role definitions in a vertical marketing system who function robotically to make rational and accurate decisions. With the injection of the element of humanity, we see participant entrepreneurs and employees who are not omniscient and often use trial and error in their quest for an ideal, or more often a workable, strategy. These books bring the context of business to life through the worldviews of their informants. For this dynamic and humanistic treatment, I recommend both of these books.