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Full Description
In the fast-paced world of global business, success is marked by the ability to stay on top of currents events, to recognize new trends, and to react quickly to change. This book offers contributions by global marketing authorities to help you understand this rapidly changing international environment and respond to opportunities and perils.
Editors Michael R. Czinkota and Ilkka A. Ronkainen use their years of experience in policy, business, and academia to provide these readings noted for their currency, relevancy, and scholarly depth.
Contents
1. An International Marketing Manifesto Czinkota and Ronkainen 2. The Remarkable Performance of International Marketing in the Second Half of the 20th Century Czinkota and Samli 3. Freedom and International Marketing: Janis Joplin's Candidacy as Patron of the Field Czinkota 4. Academic freedom for all in higher education; the role of the general agreement on trade in services Czinkota 5. Foreign Market Entry Mode of Service Firms: The Case of U.S. MBA Programs Czinkota, Grossman, Javalgi and Nugent 6. Positioning Terrorism in Management and Marketing: Research Propositions Czinkota, Knight, Liesch and Steen 7. An Analysis of the Global Position of US Manufacturing Czinkota 8. Export Promotion: A Framework for Finding Opportunity in Change Czinkota 9. International Information Cross-Fertilization in Marketing: An Empirical Assessment Czinkota 10. Shifts in International Marketing: A Delphi Study Czinkota and Ronkainen 11. An Evolutionary Stage Model of outsourcing and Competence Destruction: A Triad Comparison of the Consumer Electronics Industry Kotabe, Masaaki, Michael J. Mol, and Sonia Ketkar 12. Exploring Robust Design Capabilities, Their Role in Creating Global Products, and Their Relationship to Firm Performance Swan, K. Scott, Masaaki Kotabe, and Brent Allred
