Abstract
The vast scope and range of International Marketing is reviewed in its entirety with a view to how the subject is and should be researched and taught. Definitions are questioned, and important gaps, societal trends and present‐day bad practices are identified that ought to feature more in our evaluation of the subject. The positioning of the academic community relative to the business community is discussed in terms of subject development. The dilemma is whether then to teach actual skills or develop knowledge and mental training. This paper questions the status quo. The deficiencies of the current International Marketing model are Western based and manufacturing rather than services oriented. Where are the countries in transition? International Marketing is questioned for its efficacy and as a body of knowledge. Finally, a wishlist of desirables is put forward as to what should unfold in the future in terms of subject development, regulation, funding, research opportunities and replication.
Subject
Marketing,Business and International Management
Reference7 articles.
1. Cavusgil, S.T. and Nevin, J.P. (1981), “State of the art in International Marketing: an assessment”, in Enis, B.M. and Roering, K.P. (Eds), Review of Marketing 1981, pp. 195‐216.
2. Fujiyama, F. (1995), Trust: The Social Virtues and the Creation of Prosperity, Penguin, London.
3. Hampton G.M. and Van Gent, A. (1984), “International Marketing in the 1980s and beyond: research frontiers”, in Hampton and Gent (Eds), Marketing Aspects of International Business, Kluwer‐Nijhoff Publishing, Dorderecht, The Netherlands, pp. 195‐216.
4. Hubbard, R. and Armstrong, J.S. (1994), “Replications and extensions in marketing: rarely published but quite contrary”, International Journal of Research in Marketing, Vol. 11No. 3, June, pp. 233‐9.
5. Kotler, P. (1998), Financial Times special supplement “Mastering Marketing”, September 14.
Cited by
8 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献