With a Foreword by Philip Kotler, the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, and the artistic touch by David Clark—an award winning and syndicated cartoonist—this exciting new title by Michael Czinkota is the perfect read for business people to better understand just what is at stake in understanding and strategizing about international issues and opportunities.
Czinkota quickly takes the reader on a voyage between sight and word, and even hard core analysts will not be able to avoid cracking the occasional smile. A long-term vision, accompanied by ongoing analysis of the key international business and marketing issues that shape our global world is just a little of what you’ll find inside.
There is the old saying that “When storms come about, little birds seek to shelter, while eagles soar.” By reading and enjoying this book, you are hopefully likely to prefer the altitude of the eagles!
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.