ABSTRACT
Although marketing – in principle – is the same in the domestic market as abroad, a number of differences exist, concerning both substance and practical tasks. The field of international marketing is as much a study of strategy in international business environments as a study of this environment itself. This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book discusses the factors driving the development towards a more integrated and globalised business environment. It explores the firm's internal resources and capabilities by way of describing the internationalisation process of firms – including that of Born Globals – and by way of analysing what distinguishes successful players in international markets from those that are less successful. The book more substantially into the market selection/portfolio in international markets. It is devoted to planning and controlling and organisation of the international marketing effort.
