International Marketing
International marketing is the application of marketing principles to satisfy the varied needs and wants of consumers across national borders. This specialized field involves not only the simple exporting of goods but also the complex strategic decisions required to operate within foreign markets, such as adapting the marketing mix—product, price, place, and promotion—to suit local cultures, economic conditions, and legal regulations. A central challenge for international marketers is navigating the tension between standardizing marketing efforts for global efficiency and brand consistency versus localizing them to resonate with distinct consumer bases and gain a competitive advantage in a globalized marketplace.
- Introduction to International Marketing
- Defining International Marketing
- Distinction from Domestic and Global Marketing
- The International Marketing Task
- Drivers of Globalization
- The Standardization vs. Adaptation Debate
- Self-Reference Criterion and Ethnocentrism