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As the World Turns… by Michael R. Czinkota

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Why International Marketing?

Originally published in the AMA Marketing Management, July 6, 2011. Used with permission of Michael R. Czinkota and the AMA Marketing Management.

Five Core Benefits Explain Key Rationale

For many years I’ve worked in the international marketing field. I know about the field’s importance and its relevance to people and firms. In my work with executives, I regularly challenge them to review their most basic assumptions. Just as daily exposure to our children prevents us from gauging ...

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