International business versus international marketing
Peter Buckley
(Leeds University Business School, Leeds, UK)
17473
Abstract
Suggests that international marketing has forgone its pretensions to colonise vast areas of intellectual space in favour of concentration on micro‐issues. Analyses of research in international marketing suggest that it has become fragmented. Suggests that wider macro theoretical restructuring is necessary for international marketing researchers to discover their former imperial arrogance.
Keywords
Citation
Buckley, P. (2002), "International business versus international marketing", International Marketing Review, Vol. 19 No. 1, pp. 16-20. https://doi.org/10.1108/02651330210419706
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited