International marketing

Published on December 30, 2012 Reviewed on August 29, 2019   59 min

Other Talks in the Series: Principles of Marketing

I'm Kevin Ibeh, Professor of Marketing and International Business. This talk is about international marketing. Over the next several slides, I'll be talking about various elements of international marketing.
This talk aims to accomplish five objectives. The first is to define international marketing and explain why it is becoming increasingly prevalent and more important. Second, is to outline some of the key tasks involved in managing international marketing operations. Third, is to introduce main approaches for engaging in international marketing. Fourth, is to discuss how firms might enhance their prospects of achieving sustainable success in international markets. Finally, we'll talk about some of the reasons why firms might not succeed in international marketing.
Defining international marketing. International marketing refers to the process of planning and managing external relationships across national borders or with international customers in pursuit of organizational objectives. It encompasses marketing to and serving international customers via direct or indirect methods, offline or online channels, and from home, host, or third-country locations. The essential criterion is the involvement of international customers.