In “Marketing Internacional Curativo: Nuevo Enfoque en el Campo”, Professor Michael Czinkota addresses different ways in which the redefinition of International Marketing can be worked with. He classifies them into four groups: The context in the field, the world and its problems, integration and proximity, and doing the right thing and in the correct manner.
Today we will discuss:
Verificar la Realidad: Observen el Mundo y sus Problemas – The World and its Problems
In this section, Professor Michael Czinkota looks at the problems facing the world, and the importance of addressing them through International Marketing. Some of the items mentioned are maintaining an international perspective, we can not limit ourselves to English just because it is used frequently in international business negotiations, it is not the only “store of knowledge”. We have to consider what our allies have to offer as well.
The importance of addressing issues, rather than ignoring is pivotal. One issue mentioned is that of the aging population.
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Other ways of working with the redefinition of International Marketing:
1.El Contexto en el Campo