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The people dimension in modern international marketing: Neglected but crucial

Czinkota, M., Coskun Samli, A. (2010) The people dimension in modern international marketing: Neglected but crucial. Thunderbird International Business Review, 52 (5). pp. 391-401. ISSN 1096-4762. (doi:10.1002/tie.20363) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:58220)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://dx.doi.org/10.1002/tie.20363

Abstract

International marketing has performed extremely well during the second half of the twentieth century. During this period, the role, skills, and performance of marketing professionals have changed. This article examines these dramatic changes. We examine the changing role of marketing professionals in four distinct periods: 1945-1964, 1965-1984, 1985-2004, and 2005 forward. These periods are labeled as ages of coincidence, confluence, commingling, and creative conflicted collaboration. The role, skills, and performances of marketing professionals are analyzed as they emerged and changed. The article posits that as globalization continues as an unstoppable movement, the roles of marketing professionals are likely to emerge as a changing strategic tool. We carefully analyze professionals as one of the critical "Ps" of the marketing mix and examine their role in ever-successful international marketing and its relationship to globalization.

Item Type: Article
DOI/Identification number: 10.1002/tie.20363
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Michael Czinkota
Date Deposited: 01 Nov 2016 16:08 UTC
Last Modified: 16 Nov 2021 10:23 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/58220 (The current URI for this page, for reference purposes)
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