chapter  1
26 Pages

Nature of international marketing: Challenges and opportunities

A study of international marketing should begin with an understanding of what marketing is and how it operates in an international context. International marketing is the multinational process of planning and executing the marketing mix (product, place or distribution, promotion, and price) to create exchanges that satisfy individual and organizational objectives. The word “multinational” implies that marketing activities are undertaken in several countries and that such activities should somehow be coordinated across nations.