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An International Marketing Manifesto
Michael R. Czinkota and Ikka A. Ronkainen
Journal of International Marketing
Vol. 11, No. 1 (2003), pp. 13-27
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/25048918
Page Count: 15
You can always find the topics here!Topics: Marketing, Globalization, International trade, Business structures, International economics, Economic globalization, Academic journals, Free trade, Government, International trade organizations
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In spite of important global inroads and successes scored by international marketing, the field stagnates in the eyes of academics, practitioners, and policymakers and is harshly attacked by activists. The people defending international marketing usually point to vague theoretical and long-term goals, whereas opponents serve up facile polemics, which acquire sympathies from the uninformed public. The authors postulate that the field of international marketing has already and can continue to make major contributions to the improvement of society. They offer seven theses in support of a lively debate for the sake of a renaissance of the field: (1) remember the roots and purpose of the field, (2) resist the temptations of overspecialization, (3) work with a new paradigm and new methods, (4) look to the world, (5) maintain the dialogue with all possible constituents, (6) work also with those who place or show, and (7) profess expertise.
Journal of International Marketing © 2003 American Marketing Association