 The Evolution of International Business and International Marketing ThoughtNeil Hood and Stephen Young Chapter 8 in Marketing in Evolution, 1998, pp 168-189 from Palgrave Macmillan Abstract: Abstract As the contributions to this volume reveal, Michael J. Baker’s studies have spanned virtually all subject areas within the marketing discipline. It is, therefore, unsurprising that he has made an influential contribution within the international marketing and international business areas. His most notable contribution perhaps was his article on ‘Export Myopia’ (Baker, 1979) which was awarded first prize and the Gold Medal by the Institute of Marketing for their 1978 Marketing Writers of the Year competition. Drawing upon Levitt’s (1960) ‘Marketing Myopia’, Michael Baker argued the case for a much greater marketing awareness by British exporters, and distinguished between the short-termist export selling activity which was characteristic of many British companies and long-term international marketing — ‘a distinction,’ as he puts it, ‘which goes far beyond semantic quibbles or academic debating points’ (Baker, 1979, p. 1). Keywords: International Market; International Business; Multinational Enterprise; International Business Study; International Marketing (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14089-3_8 Ordering information: This item can be ordered from DOI: 10.1007/978-1-349-14089-3_8 Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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