search query: @author Czinkota, M. R. / total: 19
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| Author: | Johansson, J. K. Czinkota, M. R. |
| Title: | Teaching global marketing: The executive angle |
| Journal: | Journal of Business Administration
1992 : /93, VOL. 21:1-2, p. 205-235 |
| Index terms: | GLOBAL MARKETING MANAGEMENT EDUCATION EXECUTIVES |
| Language: | eng |
| Abstract: | An empirical survey investigating the questions associated with global marketing /i.e. coordinated marketing program across the globe/ suggests that the European are culturally more sensitive and offer a better chance to cover contextual matters such as politics, history, and trade regions. By contrast, the North-American are percieved by the respondents to offer more sound advice and status. The North-American are also preferred when managers have more familiarity with executive programs. Findings show that a number of topics could be incorporated into a good global marketing seminar, but a practice approach is most likely to succeed. |
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