Global Marketing Research Paper

Global Marketing
This paper analyzes existing literature on effective leadership and communication in international marketing and marketing management.
# 56704 | 3,895 words | 15 sources | APA | 2005 | US
Published on Mar 14, 2005 in Business (International) , Business (Management) , Business (Marketing)

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This paper explains that global marketing requires the organization to pay attention to its internal structure, to be prepared to face different regulatory procedures and, above all, to be able to familiarize itself adequately with the culture and practices of the country into which it is expanding operations. The author points out that transnational businesses and international marketing should be organized around strong leadership and teamwork across cultural borders because problems in communication tend to increase with the relative distance of the branch or subsidiary to its headquarters. The paper relates that a certain degree of centralization is doubly important to the company operating internationally because it allows the company to fix prices within certain boundaries and to discourage gray trading.

Table of Contents
Organizational Structure
Global Marketing, Regulation and Business Practice
International Cultures
Propositions for Future Research

From the Paper:

"Before discussing international marketing further, agreement must be sought in existing literature about the definition of marketing itself as a base concept for comparison. There are many different perspectives to consider when seeking a definition of the word marketing. Kotler, et. al see a modern definition of marketing as the crucial determination of how business are going to succeed in new conditions that are brought about by technological advances and globalization. For example, the authors state that, in the analog economy, most companies operate three different businesses: a product innovation and commercialization business, a customer relationships business, and an operations and infrastructure business, and then go on to note that in the new or digital economy (which also signifies an increase in global marketing efforts with increases in communication technology), these three different businesses are still present, even if they must be dealt with more dynamically than in the past. Generally, these authors see the old economy as a place of stability and control, and oppose it to the new economy, which is a place of constant change and increasing recognition of customer needs globally."

Cite this Research Paper:

APA Format

Global Marketing (2005, March 14) Retrieved July 04, 2022, from

MLA Format

"Global Marketing" 14 March 2005. Web. 04 July. 2022. <>