Preface and Acknowledgments

This book is the product of the research, teaching, and writing work associated with the International Marketing Management course on the MBA at the Harvard Business School, which I ran for six years. It is a unique benefit of working at HBS that one bridges the divide between academia and management practice, which is all too wide elsewhere in the field of marketing. I should therefore emphasize immediately the type of book this is intended to be (and the type of book it is not). This is not a textbook to aid students acquire a knowledge of the main issues in international marketing—a number of excellent such books already exist. It is rather a managerially focused book. This means the following:

  • It is organized as ...

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