International Marketing

Abstract

The concept and practice of internationa I marketing needs to undergo a radical reorientation if it has to play its proper role in the eighties and beyond. An obvious challenge at the present juncture comes from the resurgence of protectionism in industrial nations. The frontiers of international marketing should be widened to harness the potential of emergent semi-industrial nations. Books Reviewed Cateora, Philip R.; and Hess, John M., International Marketing (Homewood: Richard D. Irwin, 1975). Fayerweather, John, International Marketing (New Delhi: Prentice Hall of India, 1976). Majaro, Simon, International Marketing: A Strategic Approach to World Markets (London: George Allen and Unwin, 1977). Miracle, Gordon E.; and Albaum. Gerald S., International Marketing Management (Homewood: Richard D. Irwin, 1970). Terpstra, Vern, International Marketing (Illinois: Dryden Press, 1972).