International Business: The New Realities, 5th Edition

Endnotes

1. 1. Instructors and managers often use the terms international marketing and global marketing interchangeably. However, some experts make a distinction between these terms. They suggest that smaller or inexperienced firms tend to emphasize international marketing, while the larger multinational enterprises (MNEs) usually favor global marketing. According to this view, international marketing refers to the cross-border marketing activities of firms engaged in a relatively small number of countries. Such firms manage pricing, communications, distribution, and other marketing activities country by country, a multidomestic strategy based on the distinctive conditions in each market.

   MNEs that apply global marketing tend to target many countries ...