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The Evolution of International Business and International Marketing Thought

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Marketing in Evolution

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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).

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Authors
  1. Neil Hood
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  2. Stephen Young
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Editor information

Editors and Affiliations

  1. Strathclyde University, UK

    Susan A. Shaw (Professor and Deputy Principal) (Professor and Deputy Principal)

  2. Department of Marketing, University of Strathclyde, UK

    Neil Hood (Professor of Business Policy and Director of the Strathclyde International Business Unit) (Professor of Business Policy and Director of the Strathclyde International Business Unit)

Copyright information

© 1998 Neil Hood and Stephen Young

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Hood, N., Young, S. (1998). The Evolution of International Business and International Marketing Thought. In: Shaw, S.A., Hood, N. (eds) Marketing in Evolution. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-14089-3_8

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