Abstract
Today is the triumph of international marketing. Market economies are more efficient than planned economies. We see the abolishment of state monopolies, the opening of national economies towards the world market, and global rules and laws to ensure competitive market conditions. Yet, the academic field of international marketing bears up very unsteadily under the weight of these laurels. Some researchers doubt their abilities to explain international marketing phenomena. Many practitioners ignore the academic encouragement of internationalization and refuse to participate in the global market. Most visible is the discontent of consumers. Many view international marketing and its agents, the marketers, as exploiters, destroyers, and Americanizers.
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© 2015 Academy of Marketing Science
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Czinkota, M.R., Ronkainen, I.A. (2015). An International Marketing Manifesto. In: Spotts, H. (eds) Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11882-6_16
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DOI: https://doi.org/10.1007/978-3-319-11882-6_16
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11882-6
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