An International Marketing Manifesto

Abstract

In spite of important global inroads and successes scored by international marketing, the field stagnates in the eyes of academics, practitioners, and policymakers and is harshly attacked by activists. The people defending international marketing usually point to vague theoretical and long-term goals, whereas opponents serve up facile polemics, which acquire sympathies from the uninformed public. The authors postulate that the field of international marketing has already and can continue to make major contributions to the improvement of society. They offer seven theses in support of a lively debate for the sake of a renaissance of the field: (1) remember the roots and purpose of the field, (2) resist the temptations of overspecialization, (3) work with a new paradigm and new methods, (4) look to the world, (5) maintain the dialogue with all possible constituents, (6) work also with those who place or show, and (7) profess expertise.

Internationalization and the Structure of the Company’s Marketing Strategy on International Markets—Theoretical Remarks

“…It is based on the same principles as those applied in developing a general concept of corporate expansion. This issue is widely discussed in literatures and does not require further attention in this papers (Ďaďo, 1997;Harrison et al, 2000;Czinkota & Ronkainen, 2004;Wiktor, Oczkowska, & Żbikowska, 2008;Nowakowski, 2008;Duliniec, 2009;Grzegorczyk, 2009;Hollensen, 2011;Kotler & Keller, 2012;Wiktor & Chlipała, 2012). …”

Smes Marketing Mix: Examining Influencing Factors for Its Successful Management

“…This applies particularly to pricing, as this mix related factor is the only revenue generating one [68]. Transfer pricing and export pricing are the most important price mix related factors for SMEs operating in B2B markets (Codita, 2010), serving in a standardised manner both as a tool for communication with the stakeholder (buyer) and as a competitive tool [82]. Therefore, pricing is considered to have a significant impact on marketing mix Standardization, particularly because SMEs usually use export pricing tools [73].…”

“…Backhaus and Voeth [83] found that both standard worldwide export prices and price Standardization between two B2B markets serve SMEs to create competitive advantage and to attract stakeholders. Studies in B2B markets further indicate that the implementation of price Standardization strategies by the use of sophisticated and systematic policies is indispensable for the SME"s success [82,84], as rapid development in communication technology and internet has made prices more transparent to stakeholders [83]. It is indispensable to standardise price decisions due to possible fluctuations in B2B demand, competitive environment and cost structures [79].…”

The WTO: An Analysis of Impact, Change and Prospects

“…In this Bretton Woods II, countries must also recognize that they may not be able to get everything and win everywhere in negotiations. Perhaps key players need to seek to succeed mainly at their one most critical objective from four key areas: to grow, to make, to create economic activity, or to coordinate economic activity (Czinkota & Ronkainen 2012). The WTO also needs to reach out to nongovernmental organizations and try to include a broader range of domestic political actors (VanGrassek, 2013).…”