Developing international marketing

Abstract

This chapter is concerned with the implementation of the global marketing programme: it follows logically from the research aspects discussed in Chapter 3, and the strategic planning aspects covered in Chapter 5. Indeed, throughout the text there is the continuing theme of marketing as the key discipline of the international firm. The matrix approach to both country markets and industry sectors is fully explained in the first section accompanied by numerous examples of companies which have implemented this approach, accompanied by a commentary on the benefits and drawbacks. Next the product portfolio is tackled, with the applications of the international product life-cycle; managing an international product portfolio is complex, and the sustaining of brand image across country markets is also addressed. The final section deals with the international communications mix, covering overseas representation, international sales, advertising and corporate promotion.