Classic business literature asserts the central role of marketing as foundational to the existence of organizations, and further notes that marketing must permeate all areas of a business enterprise. Leveraging this premise, we examine marketing scholars’ contributions to the international business (IB) literature – specifically notable works in exporting and market entry. Despite the overarching role of marketing in business, our systematic examination of published works in JIBS identified only 11 marketing contributions among the top 100 most frequently cited publications. More recent Web of Science data for the most cited contributions since 2015 demonstrate a decline in the number of international marketing (IM) and IB-related contributions by marketing scholars. Our goal in this editorial is to re-emphasize marketing’s critical importance and centrality in IB research, especially with reference to its dominant role in such areas as exporting and market entry decisions, customer acquisition, and relationship management. This special issue is intended to highlight IM and to motivate more contributions by IM scholars, as well as to call for greater integration of marketing thought in IB research.

经典的商业文献断言，营销是组织存在的基础的核心作用，并进一步指出，营销必须渗透到企业的所有领域。利用这一前提，我们研究了市场营销学者对国际商业（IB）文献的贡献，特别是在出口和进入市场方面的著名著作。尽管市场营销在商业中起着举足轻重的作用，但我们对JIBS中已出版作品的系统检查在前100名最常引用的出版物中，仅发现了11种营销贡献。最新的Web of Science数据（自2015年以来被引用最多的数据）表明，市场营销学者对国际市场营销（IM）和与IB相关的贡献数量有所下降。我们在这篇社论中的目标是重新强调市场营销在IB研究中的关键重要性和中心地位，尤其是在市场营销在出口和进入市场决策，客户获取以及关系管理等领域的主导作用方面。本期专刊旨在突出IM，并激发IM学者的更多贡献，并呼吁将营销思想与IB研究进行更大程度的整合。