What do international marketers really do?

Tim Ambler, Chris Styles

Discusses the role of the international marketer. Why is such a role still necessary, when information can easily be shared through computers? The value is seen in the human contact itself: the transmission of social information, often not in formal or verbal ways.

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....

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