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Global Marketing Strategy

Part 1. Marketing Strategy

  1. Johny K. Johansson

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01024

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Johansson, J. K. 2010. Global Marketing Strategy. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Georgetown University, Washington, DC, USA

Publication History

  1. Published Online: 15 DEC 2010


This article makes a concise statement of what a global marketing strategy involves, including sections on organizational context, market segmentation and positioning, product standardization and global branding, pricing and distribution with special attention to gray trade, and global promotional strategy, including global advertising. The strategic implications of global versus multidomestic markets are explored and competitive strengths and weaknesses against local competitors are discussed. The principles are illustrated throughout with illustrations of actual companies.


  • global branding;
  • product standardization;
  • gray trade;
  • global advertising;
  • pricing corridors;
  • local competition