This authoritative three-volume collection presents the most important articles and papers published in the field of international marketing during the last thirty years. It includes both classic articles as well as cutting-edge papers from the new breed of top researchers informed by...

Should Multinationals be wary of the threat to their brand equity posed by their distributors, suppliers, advertising agencies or alliance partners? The firm's own corporate communication actions often create sufficient problems, if they are left unchecked. Now, the spectrum is raised regarding...

The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether the status of marketing theory differs from marketing academicians in the United States, Europe, and the Pacific...

The international marketing ethics problems encountered by a representative sample of Australian firms engaged in international business are examined. The executive in charge of international marketing in 38 firms (a 25 per cent response rate) provided information on the types of ethical...

The focus is an examination of the evolution of marketing theory and the role the study of marketing theory plays in the marketing education process. In addition, the question whether the status of marketing theory differs among American marketing academicians and their European colleagues is...

Both British and European advertising executives foresee satellite television (STV) having an increasingly dramatic impact on the European marketing scene during the 1990s (and beyond). While disagreeing somewhat as to the magnitude and direction of the impact, each group finds STV altering...

Report on the findings of two studies—one German/Swiss, the other US‐conducted among advertising/marketing leaders into the prominent role of consumer activist groups. Presents views on these groups and the future direction of their regulatory efforts. Reveals that these organizations are...

The first part of this monograph discusses new perspectives on advertising standardisation. Until recently the controversy over the applicability of standardised advertising themes or advertising campaigns has ignored the realistic marketing approach employed by a select group of multinational...

For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved....

U.S. international marketing practitioners identified the most difficult ethical problems they have encountered in foreign trade. These ethical problems were rated as occurring infrequently and having a moderate impact on a firm′s overseas competitiveness. Conversely, the respondents saw...