What Do International Marketers Really Do?
Most people think of international marketing as local marketing on a larger canvas. Tim Ambler and Chris Styles, authors of 'The SILK Road to International Marketing', say no. Using a biological metaphor, they describe with wit and insight the real role and value of the international marketer which is a transmitter of social knowledge within the corporate whole
As long as national boundaries define markets, the one thing international marketers do not do is marketing. To those of us promoted from national marketing jobs, this usually comes as a shock....