After going through this chapter, you should be able to:
Understand the differences between marketing domestically and internationally
Describe the advantages and disadvantages of a standardized, global approach to marketing against an adapted, differentiated approach
Identify the issues in a global marketing mix and problems in its standardization
Discuss the different promotional strategies for the international market
Explain the distribution strategies of global marketers
Marico in MENA
Indian consumer goods giant Marico is known in the domestic market for two brands: Parachute coconut oil and Saffola cooking oil. Venturing into the MENA (Middle East and North African) markets, it ...