TY  - JOUR
AB  - 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.
VL  - 12
IS  - 3
SN  - 0265-1335
DO  - 10.1108/02651339510091744
UR  - https://doi.org/10.1108/02651339510091744
AU  - Monye Sylvester O.
PY  - 1995
Y1  - 1995/01/01
TI  - Research note: international marketing management: a separate
academic discipline? An empirical assessment of the need for
specialist education and training
T2  - International Marketing Review
PB  - MCB UP Ltd
SP  - 5
EP  - 14
Y2  - 2024/04/25
ER  -