Multinational Marketing Management

Derek F. Channon and Michael Jalland
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Derek F. Channon: Manchester Business School
Michael Jalland: Manchester Business School

Chapter 10 in Multinational Strategic Planning, 1978, pp 259-293 from Palgrave Macmillan

Abstract: Abstract Corporate marketing management has become an increasingly important task in the international enterprise as the era of global competition has approached. Today the maintenance of competitive advantage requires new corporate skills. Experience in a local market is no longer a guarantee of continued success, as marketing expertise tested and proven in many national settings is applied by competitors for whom market differences are a minor hindrance rather than a major obstacle. The removal of trade barriers, the growing mobility of consumers, the internationalisation of communication media and the emergence of the multinational customer have all contributed to the transferability of marketing ideas across national frontiers. In the mature multinational, marketing knowledge and skills are transferred globally to buttress existing products and exploit new market opportunities.

Keywords: International Marketing; Resale Price Maintenance; Sales Promotion; Overseas Market; Resale Price (search for similar items in EconPapers)
Date: 1978
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-02855-9_10

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DOI: 10.1007/978-1-349-02855-9_10

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