One of the inevitable questions that surfaces concerning global marketing is: how does global marketing truly differ from domestic marketing, if at all? There has historically been much discussion over commonalities and differences between global and domestic marketing, but the three most common points of view upon which scholars agree are the following. First, all marketing is about the formulation and implementation of the basic policies known as the 4 P’s: Product, Price, Place, and Promotion. Second, international marketing, unlike domestic marketing, is understood to be carried out “across borders”. Third, international marketing is not synonymous with international trade (Perry, 1990). Perhaps the best way to distinguish between the two is simply to focus on the textbook definition of international marketing. One comprehensive definition states that, “international marketing means identifying needs and wants of customers in different markets and cultures, providing products, services, technologies, and ideas to give the firm a competitive marketing advantage, communicating information about these products and services and distributing and exchanging them internationally through one or a combination of foreign market entry modes (Bradley, 2005)”.
You are here
Home » Business Fundamentals » International business for the entrepreneur » Global marketing: assessing potential markets overseas
What is global marketing?
- Front Matter
- Body Matter
- The mind of the entrepreneur: Your entrepreneurial journey begins by embarking on your own hero’s journey!
- Back Matter