In the last 30 years, Japan has come from a second‐rate status to the world′s economic giant, leading the world in electronics, automobiles, steel, shipbuilding and virtually anything else to which she has set her mind. The Japanese aim was and still is to be world‐class suppliers of the...

The debate over the standardization and/or localization of marketing strategy has proceeded without a sound theoretical underpinning. Attempts to generate such an underpinning through the development of a conceptualization of the globalization of world markets. Further, and more importantly,...

This article examines the issue of publicity within an international context. The tools and processes for a publicity campaign are similar for the domestic and foreign market, although the task of international publicity is more complex, given the various constraints posed by different foreign...

The extent of globalization of many world markets has made international marketing a crucial determinant of firms’ performance. Most prior research used few measures of performance and explanatory strategy variables and, in some cases, did not discuss their reliability and validity. The...

Although trade shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and above advertising, very little has been researched on their function in industrial marketing. This paper reports the results of an extensive business survey of trade...

Research findings on emerging markets over the last decade indicate that economic reform policies in many developing countries have not only changed the environments of these economies, but also influenced the attitudes of firms towards the marketing concept. This study determines the degree to...

With its large population and increasingly open approach to foreign business dealings, China has been heralded as a land of opportunity for Western business. “What are the keys to business success?” Addresses this issue by Investigating key success factors for trade with China. Presents...

A review of trends and developments in international marketing including the business environment; Europe and 1992; and global marketing.

A review of recent literature focusing on the networks of relationship in international marketing. Dyadic relationships and etworks and system and unit perspective, conceptual development, and etwork strategies are embraced. How organisations can adapt their structures and managerial practices...

A variety of topics within international marketing are reviewed: global product strategies; export marketing and distribution strategies; export and planning future business with developing countries; and the difficulties of trading within Eastern Europe.