What we know about multinational marketing

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

globalisation, businesses too have sought to market on a multinational basis. Multinational marketing is complex and requires open, innovative thinking and extensive planning. The key contextual distinction that exists within the concept of multinational marketing is the global and the local. Arguments for a standardised global approach point to cost effectiveness and integrity maintenance, while those in favour of local adaptation cite higher returns and brand equity levels.

Definition

Multinational marketing is the marketing of brands sold in multiple countries, encompassing advertising or other related activity in those countries.

Key insights

1. Global brand governance is evolving from policing to...

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