Theoretical perspectives on the dynamics of international marketing
DOI:
https://doi.org/10.56368/Entrelineas227Keywords:
business administration, international trade, market research, marketingAbstract
International marketing addresses those activities competent in the market mix and all those that challenge the development of international trade. By reviewing some theoretical perspectives on the dynamics of international marketing, a theoretical framework emerges that allows the analysis of the fundamental concepts that guide strategic decisions in the international arena. The present research is qualitative, documentary, and inductive at a descriptive level, considering that to achieve the objective of the study it was required to explore the internationalization processes of companies with marketing support based on the variables international marketing and international trade. The results expose theories that range from classic to contemporary theories and, once the characteristics of the seven selected theories have been explained, it is understood how each of them drives the dynamics of international marketing because, as the environment is not only changing but volatile, international marketing offers theoretical perspectives that help companies examine that environment, so that they adjust their strategies and tools, acting accordingly.
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