TITLE

A Conceptual Framework for Multinational Marketing

AUTHOR(S)
Keegan, Warren J.
PUB. DATE
November 1972
SOURCE
Columbia Journal of World Business;Nov/Dec72, Vol. 7 Issue 6, p67
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In this article the author presents a conceptual framework for multinational marketing. According to the author, the growing involvement in international marketing has created a need for a conceptual framework to guide practice and programs. There are similarities and differences in all markets, domestic and foreign, but the concepts of marketing science are universally applicable. There are three basic dimensions of multinational marketing which differentiate it from domestic marketing. The first is environmental. One company's foreign market is, another company's home or base environment. In a growing number of companies the concept of foreign is breaking down because of the growing involvement of the corporate headquarters in the company's marketing programs wherever they are located. A second dimension of multinational marketing which differentiates it from domestic marketing is the process of crossing national boundaries with a product, a price, or some aspect of an advertising, promotion or selling program. The third dimension of multinational marketing arises because a company markets its products simultaneously in more than one national environment.
ACCESSION #
5541061

 

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