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.
Table of Contents
1. Czinkota and Ronkainen, "An International Marketing Manifesto" 2. Czinkota and Samli "The Remarkable Performance of International Marketing in the Second Half of the 20th Century" 3. Czinkota, "Freedom and International Marketing: Janis Joplin’s Candidacy as Patron of the Field" 4. Czinkota,"Academic freedom for all in higher education; the role of the general agreement on trade in services" 5. Czinkota, Grossman, Javalgi and Nugent, " Foreign Market Entry Mode of Service Firms: The Case of U.S. MBA Programs " 6. Czinkota, Knight, Liesch and Steen, "Positioning Terrorism in Management and Marketing: Research Propositions" 7. Czinkota "An Analysis of the Global Position of US Manufacturing" 8. Czinkota, "Export Promotion: A Framework for Finding Opportunity in Change" 9. Czinkota, "International Information Cross-Fertilization in Marketing: An Empirical Assessment" 10. Czinkota and Ronkainen, "Shifts in International Marketing: A Delphi Study" 11. Kotabe, Masaaki, Michael J. Mol, and Sonia Ketkar, "An Evolutionary Stage Model of outsourcing and Competence Destruction: A Triad Comparison of the Consumer Electronics Industry" 10. Swan, K. Scott, Masaaki Kotabe, and Brent Allred, "Exploring Robust Design Capabilities, Their Role in Creating Global Products, and Their Relationship to Firm Performance"
Michael R. Czinkota is faculty member at the McDonough School of Business, Georgetown University and the University of Birmingham, U.K., where he holds the chair in Internationla Marketing.
Masaaki Kotabe is a Professor in International Business and Marketing, and is Director of Research at the Center for International Business Education and Research at the Fox School of Business at Temple University.
lkka A Ronkainen is a Professor in the McDonough School of Business, Georgetown University.