Abstract:

There are a number of factors that continue to form an obstacle to International marketing; and economic developments of recent years make ft difficult to forecast a favourable future for trans-national marketing efforts. This afternoon I should like to add my definition of international marketing to the great heap of definitions that is already in existence. Then I should like to dwell upon the relative usefulness of the exercise. Following that, I should like to discuss some of the present and future obstacles to international marketing, to finally talk about the role of International marketing research, as I see it.