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.