A STRATEGIC VIEW OF INTERNATIONAL MARKETING[/b]
V.MAHESH***
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1 .INTRODUCTION:[/b]
International marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complexes, it involves the firm in establishing manufacturing /processing facilities around the world and coordinating marketing strategies across the globe. At one extreme there are firms that opt for ‘international marketing’ simply by signing a distribution agreement with a foreign agent who then takes on the responsibility for pricing, promotion, distribution and market development.