Abstract:

Simultaneously with the increase of international economic operations - as well capital- as product- transactions - there is a growing interest in different aspects of international marketing. In many fields however, the evolution of the international marketing theory has not kept pace with the complex international expansion and activities of many firms. As a matter of fact, both American and European enterprises are now strongly dependent on foreign markets. In most cases however there is - in spite of this extreme internationalisation - no proper global international marketing strategy. In this article an attempt will be made to elaborate an alternative strategy, founded on four basic principles.