Abstract
The author examines the issue of multinational marketing first from the point of view of the consumer. He argues that consumers make very personal decisions about the brands which they purchase. These decisions are based on each individual's own value system and on the values he or she sees in the brand. Independent research undertaken by the J. Walter Thompson Company indicates that successful multinational marketers understand this process. The entire debate on global marketing really concerns the management, development, manufacture, distribution and sales of brands around the world. The important link between consumers and marketers is the link of values. Because successful marketers understand both consumer values and brand values, they are capable of developing brands that work effectively across borders.
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