Asserts that businesses in dominant economies tend not to market internationally but just export what sells in the domestic market. Provides examples of poor international marketing practices that have resulted from ethnocentrism. Suggests that the current strong economies cannot be complacent, as emerging economies and developments in communication, namely the Internet, will have a great effect on global business. Argues that international marketing is no longer just a case of exporting to other countries but is increasingly becoming a Web.
- International marketing
- Marketing planning