Marketing communications in international a global contexts (MC, unit3)

Phases of international marketing development

1. Domestic markets
2. Infrequent foreign marketing - short-term need to eliminate production surplus
3. Regular foreign marketing - primary focus domestic, devotes resources to exploit overseas opps
4. International marketing - see markets as having unique characteristics that need individual marketing strategies
5. Global marketing - view world as a single market - standardisation of activities

Important to build cohesive corporate identity and prevent danger of multiple units acting autonomously