Terence Nevett, Umar Nimran, Pongsa Viboonsanti
The western educator teaching marketing in Southeast Asia will find that conditions differ considerably from those in the United States in terms of the marketing skills needed by local businesses, the character of the student body, and the resources and support services available. The authors evaluate the significance of these differences, demonstrate how they impact upon specific learning and assessment situations, and suggest proactive strategies for avoiding some of the more obvious pitfalls. © 1993, Sage Publications. All rights reserved.
Department of Marketing and Hospitality Services Administration, Central Michigan University, Mt. Pleasant, Michigan, United States; Universitas Brawijaya Politeknik, Malang, Indonesia; Department of Accounting and Business Administration, Chiang Mai University, Thailand
