International business versus international marketing
International Marketing ReviewPublished 1 February 2002
Peter J. Buckley
Citations16
SJR quartileQ1
SJR score1.31
SNIP1.61
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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
Social SciencesBusiness, Management and Accounting
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