The remarkable performance of international marketing in the second half of the twentieth century

Abstract

Purpose

International marketing has performed extremely well during the second‐half of the twentieth century. This paper examines the outstanding performance from different perspectives and evaluates the future of international marketing in the age of globalization.

Design/methodology/approach

This paper presents a chronological review of international marketing in four distinct periods: 1945‐1964, 1965‐1984, 1985‐2005, and 2005‐forward. These periods are labeled as ages of coincidence, confluence, commingling, and creative conflict. The state of the world, the state of international marketing and the status of the marketing context are analyzed as they have emerged and changed.

Findings

The paper posits that for international marketing to continue to perform in its spectacular manner, the field needs to cross fertilize with globalization, which enables international marketing to reach out to all corners of the globe successfully and smoothly.

Originality/value

The paper carefully identifies the relationship between globalization and international marketing and posits that the future success of international marketing is vitally dependent on the far reaching success of globalization.

Citation

Czinkota, M.R. and Coskun Samli, A. (2007), "The remarkable performance of international marketing in the second half of the twentieth century", European Business Review, Vol. 19 No. 4, pp. 316-331. https://doi.org/10.1108/09555340710760143