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This paper discusses international marketing's role in increased global trade. The purpose of marketing, of course, is to increase sales of goods and services. International marketing continues to grow in stature and practice with increasing globalization, and as such, directly contributes to increased and freer trade among nations. In spite of important global inroads and successes scored by international marketing, the field stagnates in the eyes of academics, practitioners, and policymakers and is harshly attacked by activists. The people defending international marketing usually point to vague theoretical and long-term goals for free trade, whereas opponents serve up facile polemics, which acquire sympathies from the uninformed public.
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