Fundamentals of International Marketing

Marketing is an international discipline because globalization has led to opening up of markets in countries all over the world. Today, many businesses operate domestically and internationally to capture as many customers as possible. Marketing involves not only the act of buying and selling but also adding value to the products delivered to the consumers. By operating in the global arena, marketers add value to the products they offer to their consumers. Global marketing requires marketers to use different marketing strategies because consumers in different countries have different tastes and preferences.