International marketing tool: the Internet

Abstract

The main purpose of this paper is to provide a clearer understanding about the approaches to international markets using the Internet, and understanding the marketing decisions and challenges that a company will face in a global environment selling through Internet. In order to achieve this purpose, this paper is organized in the following sections: introduction to Internet; adopting marketing decisions to the Internet; and marketing via the Internet.

Citation

Palumbo, F. and Herbig, P. (1998), "International marketing tool: the Internet", Industrial Management & Data Systems, Vol. 98 No. 6, pp. 253-261. https://doi.org/10.1108/02635579810228381