Marketing in Australia

To paraphrase a current Australian advertising campaign, “What's marketing like Down Under?”

In many and some surprising ways, it is like marketing in the United States. Language, legal and political systems, a high and rising standard of living, and particularly an enthusiasm for things American, make Australia worth serious consideration in the hunt for overseas markets. Easy to enter, the market has proved worth-while for many American firms—but there are some pitfalls and some limitations, as this article shows.