ABSTRACT
International and global marketing activities continue to grow to the extent that virtually every marketing manager in today's competitive environment is involved in or is affected by international and global issues. This chapter addresses some of the key issues and skills required when managing marketing programmes in international markets. It presents an overview of the issues and skills associated with international marketing management. The chapter examines some of the background to the growth in international trade and marketing and some of the reasons put forward as to why companies and nations become involved in such activities. The main concepts and techniques of marketing management apply both in domestic and international markets. There are a number of ways in which a company can become involved in foreign markets, depending on its level of commitment and involvement.
