Multinational marketing involves the domestic firm extending its products to multiple foreign markets. This entry examines the discrete differences between domestic and foreign markets. These foreign markets in many cases operate differently than the domestic markets. Firms have to account for another tier of marketing attributes to understand the foreign market. Several factors make the environment for multinational marketing more complex. The marketer has to initially recognize that each country is a sovereign entity. Basically, the country decides how it is to be run without any direct intervention from another country. The country is run in a manner that accommodates the government’s political interest. The government has an overbearing influence over the environmental factors that affect a firm marketing in a foreign country. First and ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles