We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

International Marketing as a Discipline

International Marketing as a Discipline

International marketing as a discipline
Johny K. Johansson


Examining the requirements for being a discipline, international marketing research is found to fulfil several but not all of the criteria. The discussion of the requirements suggests a new approach to thinking about the difference between international marketing and mainstream home country marketing. International marketing is the general case, whereas domestic-only marketing is the special case. The special case of American marketing is technically and methodologically most advanced because of its early adoption of the free market system. Marketing flourishes where there is free competition and free consumer choice.

In an article on relationship marketing, Sheth and Parvatiyar (2002) outline the requirements for that field to become a discipline. They ...

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