Multinational Marketing Management

  • Derek F. Channon
  • Michael Jalland


Corporate marketing management has become an increasingly important task in the international enterprise as the era of global competition has approached. Today the maintenance of competitive advantage requires new corporate skills. Experience in a local market is no longer a guarantee of continued success, as marketing expertise tested and proven in many national settings is applied by competitors for whom market differences are a minor hindrance rather than a major obstacle. The removal of trade barriers, the growing mobility of consumers, the internationalisation of communication media and the emergence of the multinational customer have all contributed to the transferability of marketing ideas across national frontiers. In the mature multinational, marketing knowledge and skills are transferred globally to buttress existing products and exploit new market opportunities.


International Marketing Resale Price Maintenance Sales Promotion Overseas Market Resale Price 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Derek F. Channon with Michael Jalland, Manchester Business School 1978

Authors and Affiliations

  • Derek F. Channon
    • 1
  • Michael Jalland
    • 1
  1. 1.Manchester Business SchoolUK

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