What is International Marketing?

International marketing is simply the application of marketing principles to more than one country। Many American and European authors see international marketing as a simple extension of exporting, whereby the marketing mix is simply adapted in some way to take into account differences in consumers and segments। It then follows that global marketing takes a more standardised approach to world markets and focuses upon sameness, in other words the similarities in consumers and segments। So let's take a look at some generally accepted definitions:

At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. Doole and Lowe (2001).

International Marketing is the performance of business activities that direct the flow of a company's goods and services to consumers or users in more than one nation for a profit. Cateora and Ghauri (1999)

So, as with many other elements of marketing, there is no single definition of international marketing, and there could be some confusion about where international marketing begins and global marketing ends. These lessons will assume that both terms are interchangeable, and will define international marketing as follows:

International marketing is simply the application of marketing principles to more than one country.