International marketing

Abstract

The international marketplace has been transformed in recent years by shifts in trading patterns and practices. These changes have been reinforced by new technologies and evolving economic relationships. This paper is an attempt to integrate these developments into the burgeoning literature on international marketing as well as recent research findings. The research emphasis within the subject has evolved alongside changes in the stress given to key aspects of international trade. The preoccupation of early researchers with exports and selling is being replaced by a more balanced view which gives increasing weight to other aspects of international marketing such as licensing, joint ventures, and overseas subsidiaries. In effect, the traditional ethnocentric view of international trade is being counterbalanced by a more global view of markets. This process of change is tracked in this paper and the growing importance of a strategic and organisational approach to international marketing is emphasised. Particular attention is paid to the heterogeneous nature of international marketing. The diversity of situations is matched by the variety of enterprises which play a part in the marketing process. The article focuses on the matching of company resources and marketing goals in successful international trade. The research which underpins the paper brings out the importance of effective marketing to success in international markets.