Abstract
Ray Eppert, a recognized expert in the field of international marketing, contends that it is mandatory for U.S. marketing management to become internationally minded at all levels, or else face complete failure even at home. Originally titled “Passport for World Leadership,” the basic precepts in this article come from the Charles Coolidge Parlin Memorial Lecture given by Mr. Eppert at the American Marketing Association meeting in Philadelphia in May, 1964.
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