Why International Marketing? Five Core Benefits Explain Key Rationale

This article, “Why International Marketing?“, authored by Dr. Czinkota appeared in the Summer 2011 edition of Marketing Management. Dr. Czinkota describes how change can affect our perceptions of international marketing, especially in light of the particularly damaging consequences of economic recession on  globalized brands and businesses.  To address his question, Dr. Czinkota discussed the issues at hand with those “in the trenches”  themselves– international executives.  What arose from these discussions were five intrinsic benefits of international marketing which continue to influence the hopes and interests of those in the field as well as illuminate places  for growth.

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