International Marketing

Description

Marketing is the process of focusing the resources and objectives of an organisation on environmental opportunities and needs. Sales and marketing are often considered the most important faction of any business. However marketing as a discipline is very different from sales in the way that while sales is often focused on numbers accompanied by aggressive strategies to push products to consumers, marketing is a more subtle art that is by default designed to attract the attention of consumers to purchase the product of their own accord.
However, markets and customers are different and hence the practice of marketing should be fine tuned and adjusted to the local conditions of a given country. A bad marketing campaign can be devastating to the reputation of the brand impacting not only the sales but also future business plans of the company.‘International Marketing’ can be defined as the multi-national process of planning and executing the conception, prices, promotion and distribution of ideal goods and services to create exchanges that satisfy the individual and organisational objectives.
This book covers topics like international trade barriers, world transfer pricing, international marketing planning and communication policy, international balance of payments financing and adjustment, consumer behaviour, relation of finance to distribution channels, etc.