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International Business Review 12 (2003) 135–140 elsevier.com/locate/ibusrev Advances in international marketing theory and practice Constantine S. The role and applicability of marketing theories and concepts are explored at three levels of analysis for the international construction industry. Request PDF | Advances in international marketing theory and practice | 1. IntroductionRecent decades have witnessed the rise of global business, international marketing issues at the level of theory and some practical examples source: aw-bc.com/scp/0321280318/assets/downloads/ch17.pdf.International marketing theories COUNTRY-SPECIFIC ADVANTAGES theories Comparative advantage – free trade between two countries.