Executive Insights: Changing Dimensions of International Marketing Management—The New Realities

International marketing is now in the midst of a major transformation that, in the next 15 to 20 years, will reshape and restructure concepts, approaches, and operations. International marketing management thinking may well be turned upside down, as fundamental precepts are challenged, a new mindset...

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Bibliographic Details
Published in:Journal of international marketing (East Lansing, Mich.) Mich.), 1993-09, Vol.1 (3), p.93-103
Main Author: Lazer, William
Format: Article
Language:English
Subjects:
Globalization
International markets
Market strategy
Marketing
Marketing management
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Summary:International marketing is now in the midst of a major transformation that, in the next 15 to 20 years, will reshape and restructure concepts, approaches, and operations. International marketing management thinking may well be turned upside down, as fundamental precepts are challenged, a new mindset evolves, and marketing's international thrust comes of age. International concerns will move to the forefront of business, with government and societal issues transforming the management of marketing activities. The author offers some perspectives on the future of international marketing practices based on some current trends.
ISSN:1069-031X
1547-7215
DOI:10.1177/1069031X9300100306