Publications & Presentations
International Marketing: Analysis and Strategy, 4th ed. London: Routledge, 2004. (The previous editions were published by Merrill Publishing, Macmillan, and Prentice Hall.)
Consumer Behavior: Analysis and Strategy. New York: Macmillan, 1994.
Product Life Cycle and Product Management. Westport, Connecticut: Quorum/Greenwood Press, 1989.
"Advertising in America, Japan, and Thailand: A Cross-Cultural Perspective," AIMS International Conference on Management, The Association of Indian Management Scholars, Indore, India, 2006.
"Internationalizing Marketing Communications: A Study-Abroad, Direct-Experience Approach." Proceedings of the Third Annual World Congress conference, Academy for Global Business Advancement, Kuala Lumpur, Malaysia, 2006.
"From National to International and 'Glocal' Advertising: Misconceptions and Strategies," Revisiting Globalization and Communication in the 2000s international conference, Chulalongkorn University, 2004.
"Intellectual Property: Trademarks and Legal and Marketing Implications," International Brand Talks, Chulalongkorn University, 2004.
"A Critical Evaluation of Student Evaluation of Teaching Effectiveness," Marketing Educators' Conference, Las Vegas, 2004.
"Cross-Cultural Teaching: The International Applicability of Marketing Concepts," Society for Cross-Cultural Research Conference, 2004.
"Marketing As a Discipline of Study: U.S., Asian, and Global Perspectives and Implications," Asia Academy of Management Conference, Bangkok, 2002.
"Measurement Scales in the International Context," INFORMS Annual Conference, San Jose, 2002.
“Marketing/Advertising Concepts and Principles in the International Context: Universal or Unique?” in New Directions in International Advertising Research,Advances in International Marketing, Vol. 12, ed. Charles R. Taylor, Amsterdam: JAI, 2002, 85-99.
“’Glocal’ Advertising: Think Global, Act Local,” American Marketing Association’s Annual Conference, San Diego, 2002.
“Comparative Advertising: A Typology and Research Issues,” Proceedings, Western Decision Sciences Institute’s Annual Conference, Las Vegas, 2002.
“Comparative Advertising: To Ban or Not To Ban,” Proceedings, Communication in a Democratic Society International Conference, Bangkok, Thailand, 2001.
"Pass-Through Advertising Is Not Passing Through: A Critical Examination of Thailand's Rules and Assumptions," Proceedings, Communication in a Democratic Society International Conference, Bangkok, Thailand, 2001.
"How Universal Are Marketing Concepts and Principles?" Proceedings, Association of Marketing Theory and Practice Conference, Hilton Head, S.C., 2000.
"Standardized International Advertising: Some Research Issues and Implications," Journal of Advertising Research 39 (November/December 1999): 19-24.
"Using Structured and Direct Observation to Determine the Influence of Culture on Color Choice and Preference," Proceedings, Western Marketing Educators' Association Conference, 1999, 97-100.
"International Air Transport Service Competition: Perceptions of Service Attributes," Journal of Customer Service in Marketing & Management 4 (no. 1, 1998): 47-60.
"Beauty Is Not Skin Deep: A Study of Product Adoption and Demographic/Perceptual Segmentation," Proceedings, American Society of Business and Behavioral Sciences Conference, Las Vegas, 1998.
"American Business Is Not International Business," Northern California Executive Review 9 (Winter/Spring 1995): 12-14.
"Market Segmentation and Standardization/Localization," Society for Consumer Psychology Conference, San Diego, 1995.
"What Is Wrong with Corporate America: Challenges to Conventional Management and Marketing Thought," Proceedings, Association for Global Business Conference, Las Vegas, 1994: 238-45.
"Corporate Bribery in an International Context: Issues and Questions," Association for Global Business Conference, Las Vegas, 1994.
"Standardization versus Localization: The Need for the Compromising Perspective," in Global Marketing: Perspectives and Cases, ed. Salah S. Hassan and Roger D. Blackwell, Fort Worth, Texas: Dryden Press, 1994, 30-50.
"International Marketing Information System as a Strategic Tool: A Conceptual Framework and Guidelines," Proceedings, Association for Global Business Conference, New Orleans, 1992: 111-17.
"Is Services Marketing Really Different?" Journal of Professional Services Marketing 7 (No. 2, 1991): 3-17.
"Bribery: An Analysis of Ethical, Legal, Social, Economic, and Philosophical Considerations," Journal of Global Marketing 4 (No.2, 1991): 5-20.
"Debunking the Myth That One Ad Fits All," The Business Journal, 4 March 1991: 7.
"Embrace Foreign Subsidies, Don't Shun Them," The Business Journal, 18 February 1991: 7.
"Myopic Management: The Hollow Strength of American Competitiveness," Business Horizons 34 (January-February 1991): 13-19.
"International Marketing Textbook Content Analysis and Review: An Empirical Examination," Northeast Business and Economics Association Conference, Newport, Rhode Island, 1990
"Global Advertising: Revolution or Myopia?" Journal of International Consumer Marketing 2 (No. 3, 1990): 97-112.
"International Marketing in Marketing Space," Western Marketing Educators' Conference, Las Vegas, Nevada, 1990.
"National Myopia: A Cause of the U.S. Trade Failure." International Conference Series, Vol. IV, World Marketing Congress, Singapore, 1989: 51-56.
"Image as a Strategic Tool for Service Marketers." Developments in Marketing Science, Vol. XII, Academy of Marketing Science Conference, Orlando, Florida, 1989.
"The International Dimension of Branding: Strategic Considerations and Decisions." International Marketing Review 6 (no. 3, 1989): 22-34. Abstract appearing in Journal of Product Innovation Management.
"Service Marketing: Image, Branding, and Competition." Business Horizons 32 (January-February 1989): 13-18. Reprinted in Annual Editions: Marketing 90/91, 12th ed. Ed. by John E. Richardson. Guilford, Connecticut: Dushkin Publishing Group, 1990, 55-59.
"The Diffusion of Innovations Theory: Some Research Questions and Ideas." Akron Business and Economic Review 20 (Spring 1989): 46- 55.
"Marketing Barriers in International Trade." Business Horizons 31 (May-June 1988): 64-72.
"International Consumer Behavior: A Call for a New Research Approach." Proceedings, Regional Conference of the Academy of International Business, Claremont, California, 1988.
"Hi-ho Silver: Riding the Product Life Cycle." Northern California Executive Review 2 (Spring 1988): 1-7.
"Standardized International Advertising: A Review and Critical Evaluation of the Theoretical and Empirical Evidence." Columbia Journal of World Business 22 (Fall 1987): 43-55.
"The Diffusion of Innovations Theory: Some Theoretical Questions." Marketing: Meeting the Challenges of the 1990's, Proceedings, Southern Marketing Association Conference, New Orleans, 1987: 198- 201.
"The Measurement of Service Value: Some Methodological Issues and Models." Add Value to Your Service, Proceedings, American Marketing Association's 6th Annual Services Marketing Conference, San Diego, 1987: 55-60.
"Research and Teaching of International Business: Some Ideas, Approaches, and Suggestions." Proceedings, Regional Conference of the Academy of International Business, Los Angeles, 1987.
"Self-Concept and Image Congruence: Some Research and Managerial Implications." Journal of Consumer Marketing 4 (Winter 1987): 13- 23.
"Searching for the 'Perfect' Definition of Marketing May Be a Fruitless Endeavor." Marketing Educator 6 (Winter 1987): 1, 6.
"Present and Future Implications for the Diffusion of Innovations Theory within the Marketplace." Proceedings, Northeast Business and Economics Association Conference, Lowell, Massachusetts, 1986: 113-14.
"Competition and Product Management: Can the Product Life Cycle Help?" Business Horizons 29 (July/August 1986): 51-61. Reprinted in Readings and Cases inBasic Marketing, 5th ed. Ed. by E. Jerome McCarthy, John F. Grashof, and Andrew A. Brogowicz. Homewood, Illinois: Richard D. Irwin, 1987, pp. 218-28. Abstract appearing in Journal of Marketing 51 (July 1987): 131 and Journal of Product Innovation Management 4 (1987): 154-55.
"Image Congruence and Self Enhancement: A Critical Evaluation of the Self-Concept." Proceedings, American Marketing Association Conference, Washington, D.C., 1985: 6.
"A View of Marketing and Advertising Practices in Asia and Its Meaning for Marketing Managers." Journal of Consumer Marketing 2 (Spring 1985): 5-17.
"Authors Defend Viewpoint Article." Marketing News. Chicago: American Marketing Association. February 1, 1985: 2.
"Implement Three Reforms to Curb Marketing Abuses by Politicians." Marketing News. Chicago: American Marketing Association. October 26, 1984: 18.
"Multiplicity of Roles, Role Conflict Resolution, and Marketing Implications." Developments in Marketing Science, Vol. VII, Academy of Marketing Science Conference, Niagara Falls, 1984: 57- 61.
"An Examination of International Product Life Cycle and Its application Within Marketing." Columbia Journal of World Business 18 (Fall 1983): 73-79. Reprinted in Global Marketing Perspectives. Ed. by Jagdish N. Sheth and Abdolreza Eshghi. Cincinnati: South-Western Publishing Co., 1989, pp. 137-48. Also reprinted in Pakistan Management Review 25 (1984): 126-39.
"Identifying Marketing Attributes Necessary for Standardized International advertising." Mid-Atlantic Journal of Business 22 (Winter 1983/1984): 43-57.
"International Product Brand Decisions." Proceedings, New England Marketing Association Conference, Jeffersonville, Vermont, 1983.
"Personality as a Predictor Variable: Problems and Implications." Developments in Marketing Science, Vol. VI, Academy of Marketing Science Conference, Miami Beach, 1983: 104-09.
"Advertising Appeal for Blacks: All-White, All-Black, or Integrated Ads?" Developments in Marketing Science, Vol. VI, Academy of Marketing Science Conference, Miami Beach, Florida, 1983: 481-84.
"In Search of the Validity and Applicability of Diffusion Thgeory." Developments in Marketing Science, Vol. V, Academy of Marketing Science Conference, Las Vegas, Nevada, 1982: 118-19.
"Modifying the Retail Classification System for More Timely Marketing Strategies." Journal of the Academy of Marketing Science 9 (Fall 1981): 436-53.
"Applying the Retailing Approach in the Marketing of Colleges and Universities." Journal of Business Education 56 (February 1981): 191-94.
"A Cross-National Comparison of the Applicability of Standardized International Advertising." Developments in Marketing Science, Vol. III, Academy of Marketing Science Conference, Dallas, Texas, 1980: 93-98.
"Non-Profit Marketing: The Marketing Mix for Colleges and Universities." Mid-Atlantic Journal of Business 18 (December 1979): 3-12.
"Information Source Usage by Prospective Home Buying Consumers." Journal of the Academy of Marketing Science 7 (Winter/Spring 1979): 88-94 (with Dennis M. Crites as lead author).
"Fine-Tuning the Marketing Mix for Colleges and Universities." Proceedings, Southwestern Marketing Association Conference, Houston, Texas, 1979: 79-80.
"American and Foreign Consumer Concerns Toward American Business." Mid-Atlantic Journal of Business 17 (December 1978)--Abstract also appearing inInternational Executive 21 (Spring/Summer 1979): 18- 19.
"A Consumer Goods Classification Approach in the Marketing of Colleges and Universities." Developments in Marketing Science, Vol. I, Academy of Marketing Science Conference, Chicago, Illinois, 1978: 93-97.
"Retail Strategies for Colleges and Universities." Proceedings, Southwestern Marketing Association Conference, Dallas, Texas, 1978: 27.