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International Marketing After Macro Disruption

Michael Czinkota and Margit Enke

Macro changes in the international marketing environment affect marketing content, application, context and acceptance. Such changes can be traced from major geopolitical shifts in history, such as the dissolution of the Roman or Ottoman Empires, the Soviet Union, or the re-fusion of North and South Vietnam. You can track the medium and long-term futures of the two Chinas, North and South Korea, Cuba and Iran to prepare for upcoming market and marketing-oriented changes.

The reunification of West and East Germany resulted in major political shifts in the German marketing world. The unique ability and willingness of Western Germany to invest grand sums in the market-based approach strongly encouraged the emergence of certain marketing perspectives. Twenty-five years later, an entire generation has been exposed to new market interactions, orientations and rules. There are now population groups with key differences in perspectives regarding migration policy, employment planning and education options.

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There is a link with the newly emergent “curative marketing” approach, which advocates the fulfillment of the field’s mission as a social science: to improve life and society by restoring economic and spiritual health for all. Here, we offer thoughts on the marketing environment, both as an influence on consumer behavior as well as context influenced by consumers, advertising and purchasing decisions.

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Michael R. Czinkota researches international marketing issues at Georgetown University. He served in trade policy positions in the George H.W. Bush and Ronald Reagan administrations. His International Marketing text is now in its 10th edition.

Margit Enke is a professor of marketing and international trade at Freiberg University of Technology in Germany and an expert in the fields of commodity marketing, emerging markets and brand management.