Summary

The book describes the marketing mix from an international perspective. What distinguishes international marketing is not the activities performed, but the way they are performed. The text discusses, in detail, the determinants of international marketing, and how they differ from those influencing domestic marketing. The book discusses three dimensions of international marketing: international marketing, foreign marketing, and multinational marketing..International marketing involves marketing across national borders. Foreign marketing involves marketing within foreign countries. Multinational marketing emphasizes the coordination and integration of the firms marketing in many diverse foreign environments.