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Misplaced marketing International marketing: with marketing misplaced, it’s often not international

Misplaced marketing International marketing: with marketing misplaced, it’s often not international 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Misplaced marketing International marketing: with marketing misplaced, it’s often not international

Journal of Consumer Marketing , Volume 17 (1): 2 – Feb 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010309483
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 2000

Keywords: Marketing planning; USA

References

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