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The Internet and International Marketing
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By John A. Quelch and Lisa R. Klein
Spring 1996
Reprint 3735
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Volume 37, Number 3, pages 60-75, 16 pages
Primary Topic: Marketing
SummaryIs the Internet just another marketing channel like direct mail or home shopping? Or will it revolutionize global marketing? Will large multinationals lose the advantages of size, while small start-ups leverage the technology and become big players internationally? The authors discuss the different opportunities and challenges that the Internet offers to large and small companies worldwide. They examine the impact on global markets and new product development, the advantages of an intranet for large corporations, and the need for foreign government support and cooperation. |
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Info
on pricing and academic discounts.
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