Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize, The

Chapter 8. The Big Ideas of International Marketing

While this book has been structured around issues facing executives in international marketing, there are a number of recurring themes underpinning a range of situations. These ideas represent some of the intellectual structure of international marketing over and above that of single market or regular marketing. They demonstrate the fact that international marketing is broader than marketing as it is usually defined—because marketing is often the dominant activity of an international firm in a foreign market, with many other functions served from other countries or regional or global centers. By contrast, in a single domestic market, a firm’s full range of functions will be conducted. Thus, for ...