By Warren J. Keegan (auth.), Gerald M. Hampton, Aart P. van Gent (eds.)

The previous methods holiday down, instances switch, and new lifestyles blossoms from the ruins. Frederich Schiller those phrases of an exceptional poet exhibit a simple truth of life-the inevitability of switch. If dealers have been requested to ascertain the long run, they wouldn't hesitate to respond to that the full globe is concerned about a human revolution like no different in background. The adjustments now occurring, in either industrially constructed and constructing countries, are symptoms of the issues, chal­ lenges, and possibilities confronting destiny monetary development and improvement. maybe the main well-known attribute of this modification is the becoming fiscal interdependence of all countries. at the present time it sort of feels rather pointless to indicate that any nation's difficulties and possibilities wherever at the moment are each nation's difficulties and possibilities far and wide. This fiscal and company interdependence on a world scale is the recent truth, whether we wish to settle for it. the duty forward for all company managers turns into considered one of adapting to this new overseas company truth. It additionally calls for them to imagine the management position in supporting members of all countries to turn into an increasing number of conscious of their mutual desire for another's services. at the present time each company, even if constrained inside one state or no longer, operates during this dynamic, altering, foreign enterprise environment.

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Sometimes one may even wonder whether we have sufficiently delineated the core of knowledge necessary to progress on the road of international marketing theorizing. Our methodological advances, frequently with a massive attention to dataanalytic methods, may have been greater than our efforts to build the appropriate conceptual foundations. How then can progress in international marketing conceptualization be achieved-even by way of discovering the existence of more black boxes 26 MARKETING ASPECTS OF INTERNATIONAL BUSINESS than we have previously known?

Back in 1922, Cherington wrote that he could not find a satisfactory term that comprised all the activities that have to be performed for moving goods from primary producer to ultimate consumer. That satisfactory word still does not exist. We still make do with the term marketing and make it serve the development in our thinking. But let us not forget that it is basically about making goods and services flow, however complicated we make it 24 MARKETING ASPECTS OF INTERNATIONAL BUSINESS through additional rules, regulations, norms, ethical considerations, politics, ecology, and other influences and developments.

This suggests that we may want to turn, inter alia, to the disciplines explaining international economic relationships and exchange processes, in order to look for concepts and empirical results which might be integrated into more macro-oriented conceptualizations of international marketing. Of course, this synthesizing effort would be greatly facilitated if INTERNATIONAL BUSINESS THEORY AND MARKETING THEORY 27 there would already be a stronger macro orientation also in recent marketing theorizing.

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