Global Marketing Strategy
Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Johansson, J. K. 2010. Global Marketing Strategy. Wiley International Encyclopedia of Marketing. 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