Viewpoint: international marketing strategies - time to break the English-language strangle-hold?

Article Abstract:

The English word "marketing" requires multicultural and cross-country collaboration if it has to evolve into a common dictum in the international world of business. The world's marketing attitudes and practices have to carefully evaluated in order to arrive at an international definition of marketing. A study reveals that the word has different meanings especially in non-english-speaking countries. In Russia, for example, marketing means an exercise of market power where the oppressors are the capitalist firms.

Marketing, Business literature, Definition (Logic), Definition (Philosophy)

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International branding: demand- or supply-driven opportunity?

Article Abstract:

Companies developing branded products on an international basis should first try to determine the core essence of the product and ensure that this remains unchanged when the brand is marketed overseas. The brand's execution, however, should be adapted to a country's local environment. The standardization of execution may be based on a demand-supply model for evaluating international branding decisions which emphasizes customer convergence.

Brand name products, Brand names

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Editorial

Article Abstract:

The globalization of the market has prompted marketers to formulate strategies that transcend political borders. However, it is not enough to simply operate in other countries. Being truly global entails a company that can exert leverage all over the world in such a way that it becomes greater than the sum of its individual parts. Global marketing should be supported by initiatives aimed at overcoming the challenges to implementation.

Editorial

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