A Gap Analysis of Professional and Academic Perceptions of the Importance of International Marketing Curriculum Content and Research Areas

The authors surveyed marketing academicians and practitioner members of the American Marketing Association who designated international marketing as a field of interest. This study compares and contrasts the importance each group places on 62 skill and research areas traditionally associated with international marketing education. The findings offer insight into areas of agreement between the two groups and identify gaps between their perceptions of the importance of a range of topics that includes general marketing knowledge, research, foreign languages, cultural differences, and world regions.