THE CHANGING ENVIRONMENT OF INTERNATIONAL MARKETING
Vern Terpstra
(Professor of International Business, University of Michigan, Ann Arbor, Michigan, 48109)
723
Abstract
This article presents an evaluation of the global marketplace and contemporary changes. The author offers observations and insights in the areas of dynamic world geography and internationalisation of business. Numerous examples are given for the arguments and a number of implications are offered.
Citation
Terpstra, V. (1985), "THE CHANGING ENVIRONMENT OF INTERNATIONAL MARKETING", International Marketing Review, Vol. 2 No. 3, pp. 7-16. https://doi.org/10.1108/eb008279
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited