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Environmental Factors Affecting the Teaching of Marketing in Countries in Transition: The Vietnamese Experience

In: Management Education in Countries in Transition

Author

Listed:
  • Colin Jevons
  • Patricia Virgilio
  • John Pidgeon

Abstract

Not so long ago, in the preface to the 1991 edition of one of the most highly regarded and popular marketing management textbooks in the world, Kotier (1991) lists the first two major challenges facing company marketers as ‘the low economic growth rates throughout the world with many major industries in the mature or decline stage of the product life cycle’ and ‘the growing power of global competitors from Europe and the Far East who are capable of making high-quality products at lower costs’. Clearly Professor Kotier is taking an America-centred view in this book, especially in his references to low growth rates. One cannot argue with this view once one realizes that the ‘International Edition’ on the cover of the text simply means that the normal American hardback text has been repackaged as a paperback to reduce the costs of export and is not intended to refer to the international nature of the contents.

Suggested Citation

  • Colin Jevons & Patricia Virgilio & John Pidgeon, 1999. "Environmental Factors Affecting the Teaching of Marketing in Countries in Transition: The Vietnamese Experience," Palgrave Macmillan Books, in: Murray C. Frazer & Manas Chatterji (ed.), Management Education in Countries in Transition, chapter 15, pages 181-198, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14252-1_15
    DOI: 10.1007/978-1-349-14252-1_15
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