International marketing management is rarely considered as an academic area that deserves separate and specific curriculum. Examines two primary questions which challenge this: first, is international marketing management different from basic marketing management? Second, if it is different, what type of training, knowledge and skill should international marketers have? Reviews the changes in the international business environment, factors encouraging internationalization and the need for specialist training as one of the tools required to achieve international competitiveness and growth. Concludes that success in international marketing management requires deep knowledge of cross‐cultural and intercultural issues which facilitate attitude change, assist the development of interpersonal skills, and the creation of awareness of multienvironmental requirements of international marketing operation; and that these skills can only be acquired and developed by a formalized programme of specialist education and training.
Monye, S.O. (1995), "Research note: international marketing management: a separate academic discipline? An empirical assessment of the need for specialist education and training", International Marketing Review, Vol. 12 No. 3, pp. 5-14. https://doi.org/10.1108/02651339510091744
MCB UP Ltd
Copyright © 1995, MCB UP Limited