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SUGGESTED READINGS

9 November, 2015 - 11:43

"The Controversy Grows." Advertising Age, Special Global Marketing Edition, June 25, 1984. Czinkota, Michael R., and Ilkka A. Ronkainen. International Marketing. Chicago: The Dryden Press, 1988. Davidson, William H. Global Strategic Management. New York: John Wiley and Sons, 1982. Harrell, Gilbert D., and Richard O. Kiefer. "Multinational Strategic Market Portfolios." MSU Business Topics, Winter 1981. International Advertising Association. Global Marketing-From Now to the Twenty-First Century. New York: Global Media Commission, IAA, 1984.

Jordan, Robert D. "Multinational Brand Marketing." Lecture presented at the Center for Business, Pace University, New York City, May 9, 1984.

Jain, Subhash C. International Marketing, Second Edition. Boston: Kent Publishing Co., 1987. Kayanak, Erdener. "Global Marketing: Theory and Practice. "Journal of Global Marketing I, Nos. 1, 2 (Fall/Winter 1987): 15-29. Keegan, Warren ]. Multinational Marketing Management. Englewood Cliffs, NJ: Prentice-Hall, 1980. Keegan, Warren]., Richard R. Still, and John S. Hill. "Transferability and Adaptability of Products and Promotion Themes in Multinational MarketingMNCs in LDCs." Journal of Global Marketing 1, Nos. 1, 2 (Fall/Winter 1987): 85-104. Robinson, Richard D. Internationalization of Business: An Introduction. Chicago: The Dryden Press, 1984. Root, Franklin. Entry Strategies for International Marketing. Lexington, MA: Lexington Books, 1987. Saatchi & Saatchi, Compton Worldwide. The Opportunity for World Brands New York: 1984. Tsurumi, Yoshi. Multinational Management· Business Strategy and Government Policy. Cambridge, MA: Ballinger Publishing Co., 1984.

Van Nest, Dean G. Developing Global New Products: Challenges to U.S. Competitiveness. Ann Arbor, MI: UMI Research Press, 1987. Waiter, Ingo. Handbook of International Business. New York: John Wiley and Sons, 1982.