ABSTRACT
This chapter presents a distillation of thought and practice in an area of activity that was once seen only as constituting a different application of marketing but today has come of age. Consolidation is evidenced by the creation of the Special Interest Groups or SIGs now existing for the study and dissemination of international marketing thought and practice amongst marketing educators and researchers within both the American Marketing Association and the Academy of Marketing. Given the way in which this literature has expanded in a number of different lines of enquiry, what is provided here is more of a roadmap with references to specific sources for further information.
