Considers the transfer of management knowledge to the People’s Republic of China through Western universities as a complex process involving cultural as well as educational issues. Shows that the traditional case study format prevalent in MBA style executive education must be modified for use...

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...

Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of...

While simulation and controlled pretest‐marketing approaches are increasingly used, the traditional test marketing is still the most widely used approach for product and marketing programme testing. For several decades now, the most popular research and professional approach to test market...