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An International Marketing Manifesto

Czinkota, M., Ronkainen, I.A. (2003) An International Marketing Manifesto. Journal of International Marketing, 11 (1). pp. 13-27. ISSN 1069-031X. (doi:10.1509/jimk.11.1.13.20140) (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:58239)

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:
https://doi.org/10.1509/jimk.11.1.13.20140

Abstract

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.

Item Type: Article
DOI/Identification number: 10.1509/jimk.11.1.13.20140
Subjects: H Social Sciences
H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Michael Czinkota
Date Deposited: 03 Nov 2016 14:28 UTC
Last Modified: 09 Mar 2023 11:34 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/58239 (The current URI for this page, for reference purposes)

University of Kent Author Information

Czinkota, M..

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