The people dimension in modern international marketing: Neglected but crucial

International marketing has performed extremely well during the second half of the twentieth century. During this period, the role, skills, and performance of marketing professionals have changed. This article examines these dramatic changes. We examine the changing role of marketing professionals i...

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Veröffentlicht in:	Thunderbird international business review 2010-09, Vol.52 (5), p.391-401
Hauptverfasser:	Czinkota, Michael R., Samli, A. Coskun
Format:	Artikel
Sprache:	eng
Schlagworte:	Collaboration Globalization Marketing Marketing mixes Professionals Studies
Online-Zugang:	Volltext
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