International marketing is undergoing a transformation to become integrated global marketing. The emphasis has shifted from understanding and explaining between‐country differences to identifying transnational similarities; and from country‐by‐country functional adjustment of marketing mix...

Purpose – E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing strategies for the web. However, the evolution and strategic direction of e‐marketing strategies in...

Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world, and the borderless economy. Proposes ten emerging marketing strategies as the best...