Are Domestic and International Marketing Dissimilar?

Abstract

Marketing technology has universal validity and potential universal applicability. To date, however, both practitioners and academicians have emphasized the differences between marketing at home and abroad. The author believes that emphasis on the inherent similarities rather than differences will enable a better understanding of the nature of foreign marketing by U.S. firms. To the extent that these similarities are perceived, they will make possible the formulation of more integrated marketing theory, business structure, and academic offerings.