Industry Views on Content of the International Marketing Course Academic Article uri icon


  • Recent studies point out the importance of, as well as the need for, improving the course in international marketing. The present study provides input from 225 of the largest U.S. corporations regarding their views on appropriate content in the international marketing course. Results indicate a preference for subject matter having the most direct impact on marketing activities.

published proceedings

  • Journal of Marketing Education

author list (cited authors)

  • McDaniel, S. W., & Smith, L. M.

citation count

  • 12

complete list of authors

  • McDaniel, Stephen W||Smith, L Murphy

publication date

  • December 1987