International E-Business Marketing

Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that.

International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firms current E-business activities when their focus is on the global as opposed to being primarily on the domestic market.