International Marketing 10th Edition is available now

It is with great pleasure that professors Michael Czinkota and Ilkka Ronkainen at Georgetown University present the tenth edition of their International Marketing textbook.
In the rapidly changing world of business only a small portion of textbooks ever see a second edition, much less a tenth one. Publishers change, markets move in new directions, competitors emerge, and authors adjust their commitments to new life situation. So we are very pleased to have served and led the international marketing community for over 30 years now, which, of course, is largely a sign of the continued faith and confidence of our colleagues in our work. The book has also been translated into 15 langages, among them:
Chinese
Japanese
Korean
Spanish
Portuguese
Russian
Thai
Albanian
Hungarian
Malay
We thank all users of our book International Marketing for allowing us to shape the field and have a major impact on what people know about international marketing.
Now available at Amazon and Cengage

The Janus Face of International Marketing – Part 4 (Final)

It’s not personal. Distance makes the heart grow fonder, it is often said. But in international marketing, distance can also mean abdication of responsibility. Marketers sometimes clearly demonstrate their desire not to know—for example, by appointing a middleman about whose behavior one can later on be suitably astonished, surprised and mortified. As developing nations develop greater expectations of corporate social responsibility and create new legal requirements, irresponsible marketers may encounter a less tolerant face in host countries. Though the chairman of the multinational corporation may feel suitably removed from local issues, be assured that the locals take all of the firm’s actions very personally.

Whose idea is it anyway? As international marketers voraciously pursue opportunity, they will also encounter fierce local competition and instant copying of good ideas. Intellectual property rights violations, including counterfeiting, piracy and copyrights violations, are rampant in many parts of the developing world. These not only harm the international marketer but also the consumers who purchase defective products. Think of the consumer who needs treatment for a critical illness and receives a fake drug. Or consider the situation of Chinese passengers after the crash of high-speed trains, which were manufactured by Chinese companies with technology incompetently copied from Western companies. The government policy of “technology importation, digestive absorption, independent re-innovation and localization” rings hollow to the grieving families of crash victims.

We can use Janus as a god of contradictions and transitions, but we can not turn to him for guidance in morality, ethics or even law. International marketers will confront dilemmas and challenges. How well they pursue the conjunction of highly effective marketing and ethical practices will inevitably be reflected in the loyalty of customers and the judgment of host governments.

 

About the Authors

Michael Czinkota researches international marketing issues at Georgetown University and the University of Birmingham in the United Kingdom. He served in trade policy positions in the George H.W. Bush and Ronald Reagan administrations, and currently collaborates in a national export certification effort. Visit his blog at michaelczinkota.com . Charles Skuba teaches international business and marketing at Georgetown University. He served in the George W. Bush Administration in trade policy positions in the U.S. Department of Commerce. He may be reached at cjs29@georgetown.edu .

 

Publishing the Book in You

I am International Business collection editor for Business Expert Press, which publishes short (150 pages on average) books with good global market penetration. If you have an international business book in you please click to see my call for proposals and contact me if interested.