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

Colin Jevons (School of Business, Swinburne University of Technology, Melbourne, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 2000

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.

Keywords

Citation

Jevons, C. (2000), "Misplaced marketing: International marketing: with marketing misplaced, it’s often not international", Journal of Consumer Marketing, Vol. 17 No. 1, pp. 7-8. https://doi.org/10.1108/07363760010309483

Publisher

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MCB UP Ltd

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