As I See It…

CHAPTER 9

International Marketing After Macro Disruption (with Margit Enke)

Marketing Management, January 2016

On rare occasions, we are given the opportunity to observe how macro changes in the international marketing environment result in adjustments in marketing content, application, context, and acceptance. One can begin to understand the marketing and societal implications by ­tracing major geopolitical shifts in history, such as the dissolution of the Ottoman Empire and the Soviet Union, and the fusion of North and South Vietnam. In terms of forecast, one can track the present as well as the medium- and long-term futures of countries like ...