International Marketing


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 ...

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