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international marketing


'international marketing' can also refer to...

international marketing

international marketing

international marketing planning

international marketing planning

Destination Marketing Association International

Contemporary Research Trends in International Marketing The 2000s

How to Choose Optimal International Marketing Strategies

Contemporary Research Trends in International Marketing: The 1990s

Branding of international public health organizations: Applying commercial marketing to global public health

International Marketing Margins for Agricultural Products: Effects of Some Nontariff Trade Barriers

Selling the Sewing Machine Around the World: Singer’s International Marketing Strategies, 1850–1920

HERMES INTERNATIONAL (A PARTNERSHIP LIMITED BY SHARES) V. FHT MARKETING CHOICE BV

Marketing of breast-milk substitutes in Zambia: evaluation of compliance to the international regulatory code

Non-compliance with the International Code of Marketing of Breast Milk Substitutes is not confined to the infant formula industry

Commentary: Getting to Compliance. Multisector dialogue, collaboration and the International Code of Marketing of Breast Milk Substitutes

Commentary: Stewart Forsyth's article - Non-compliance with the International Code of Marketing of Breast Milk Substitutes is not confined to the infant formula industry

Padberg, D.I., C. Riston, L.M. Albisu, eds. Agro-Food Marketing. New York: CAB International, 1997, 492 pp., $100.00 (cloth), $50.00 (paperback)

Schaffner, David, J., William R. Schroder, and Mary D. Earle. Food Marketing: An International Perspective. Boston: WCB McGraw-Hill, 1998, 509 pp., price unknown

 

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A combination of multiple disciplines focused upon marketing goods and services across geographical boundaries, also entering foreign markets, sustaining marketing and sales efforts within foreign countries, and co-ordinating marketing activities in multiple countries and regions. Each practitioner faces a hierarchy: global, international, regional, and local and the intriguing interplay between them. International marketing is one of the more problematic areas: striving for global, regional, and local relevance and balance as well as economies of scale and brand. Segmentation is particularly difficult: are customers to be segmented on a country-by-country basis? Products—can they be standardized for international markets or customized and adapted to each geographical market? The nature and methods of international marketing will also vary greatly depending on whether the company is addressing industrial or consumer products or services. Often international marketing moves by degrees to become global marketing, by tracking the space of international expansion of the overall company and its activities: this can begin with small-scale exporting and develop into full overseas acquisitions. Indeed, the task of the marketer relative to international expansion has become even more complex, because, as the level and scale of overseas expansion grows, the marketing becomes increasingly dependent upon a network of agents, alliances, collaborations, suppliers, sometimes joint venture partners, sometimes full acquisitions.

Subjects: Marketing.


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