If Only Global Firms Knew What They Know About Local Marketing

This article is from the Winter 2010 edition of Marketing Management. It is co-authored by Michael Czinkota and Marc Falco Schrader.

“Good marketing usually means that specific marketing knowledge is developed locally. Best local practices are required knowledge for a multinational firm. To make this knowledge transparent and accessible for colleagues in other countries is indispensible.”

Market Management Winter 2010 Czinkota Schrader