International versus Domestic Marketing: Four Conceptual Perspectives

Abstract

International marketing can be conceptualised in terms of: (1) an extension of domestic marketing, (2) a collection of national marketings, (3) a manifestation of generic marketing, and (4) global marketing as the product of a new international integrative order. These concepts are expanded and updated.

Citation

Perry, A.C. (1990), "International versus Domestic Marketing: Four Conceptual Perspectives", European Journal of Marketing, Vol. 24 No. 6, pp. 41-54. https://doi.org/10.1108/03090569010141579