THE INTERNET AND INTERNATIONAL MARKETING

Is the internet just another marketing channel like direct mail or hom e shopping? Or will it revolutionize global marketing? will large mult inationals lose the advantages of size, while small start-ups leverage the technology and become big players internationally? The authors di scuss the different opportunities and challenges that the Internet off ers to large and small companies worldwide. They examine the impact on global markets and new product development, the advantages of an intr anet for large corporations, and the need for foreign government suppo rt and cooperation.