International marketing is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable.
Note: Keegan’s definition is typical of those that see international marketing a one stage of an internationalisation process.
What is Global Marketing?
“Global marketing refers to marketing activities coordinated and integrated across multiple country markets.”
Note: Jonny K. Johansson defines global marketing as a bigger brother to international marketing i.e. more of an extension.
". . . The result is a global approach to international marketing. Rather than focusing on country markets, that is, the differences due to the physical location of customers groups, managers concentrate on product markets, that is, groups of customers seeking shared benefits or to be served with the same technology, emphasizing their similarities regardless of geographic areas in which they are located. “
Note: Muhlbacher et al delineate international marketing (adapted) and global marketing (standardised).
"Global/transnational marketing focuses upon leveraging a company’s assets, experience and products globally and upon adapting to what is truly unique and different in each country. “
Note: Keegan takes a strategic, corporate overview to define the transnational nature of global marketing.
So, as with many other elements of marketing, there is no single definition of international marketing, and there could be some confusion about where international marketing begins and global marketing ends. These lessons will assume that both terms are interchangeable, and will define international marketing as follows:
International marketing is simply the application of marketing principles to more than one country..
Post a Comment