The internet offers international marketers a platter full of promises. It can be leveraged to save costs and time and generate revenues. Customers previously outside the marketer’s reach now become accessible. For numerous business around the world, it has proven to be a cost-efficient distribution channel. In spite of all these goodies, marketers should not overlook the challenges that international internet marketing poses. Some of those barriers are structural and may be difficult to overcome. Other challenges are strategic. Companies who want to embrace the internet have to think about the implications of this medium for their global marketing strategy.
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