The remarkable performance of international marketing in the second half of the twentieth century

Purpose - International marketing has performed extremely well during the second-half of the twentieth century. This paper examines the outstanding performance from different perspectives and evaluates the future of international marketing in the age of globalization. Design/methodology/approach - This paper presents a chronological review of international marketing in four distinct periods: 1945-1964, 1965-1984, 1985-2005, and 2005-forward. These periods are labeled as ages of coincidence, confluence, commingling, and creative conflict. The state of the world, the state of international marketing and the status of the marketing context are analyzed as they have emerged and changed. Findings - The paper posits that for international marketing to continue to perform in its spectacular manner, the field needs to cross fertilize with globalization, which enables international marketing to reach out to all corners of the globe successfully and smoothly. Originality/value - The paper carefully identifies the relationship between globalization and international marketing and posits that the future success of international marketing is vitally dependent on the far reaching success of globalization.