The Janus Face of International Marketing

(with Charles Skuba)Originally Published by Marketing Management—Fall 2011

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Effective marketing and ethical practices must exist together.

We both are dyed-in-the-wool international marketers. Our last column explained our fervent belief in the contributions of international marketing to a better quality of life. Yet there are also fears and challenges emanating from the field and its activities. Just like the Roman god Janus, who had two faces and has come to embody the notion of contradiction to modern thinkers, international marketing brings both good and bad to the global marketplace. Exploitation of ...

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