THE INTERNATIONALIZATION OF THE MARKETING DISCIPLINE

Abstract

A case can be made that, to some extent at least, the marketing discipline has not kept pace with the practice of international marketing. Recognizing that internationalization is a dynamic process that may vary across the business of marketing, the development of marketing thought, the direction of marketing education, and the marketing research process, this paper explores that premise. Then, given the current emphasis on the integration of business activities on a worldwide basis, it suggests an interdisciplinary approach, grounded in the concept of market imperfections and internalization theory, to deal with the major challenges that now confront international marketing scholars.

Citation

Howard, C.A. (2003), "THE INTERNATIONALIZATION OF THE MARKETING DISCIPLINE", Rugman, A.M. (Ed.) Leadership in International Business Education and Research (Research in Global Strategic Management, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 89-106. https://doi.org/10.1016/S1064-4857(03)08007-0