Suggestions for Research Themes and Publications

Abstract

With the volume of world trade over $2 trillion and the sales of foreign affiliates of U.S. companies over $500 billion, international marketing is a very large and complex activity. Yet, existing research in international marketing does not do justice to the size and complexity of the subject. In this note, 3 major areas of research in international marketing are sketched out: export marketing; international marketing by multinationals; and other topics. The outline will be suggestive rather than comprehensive. It does, however, indicate many areas where research is needed to expand our understanding of international marketing.