International Marketing HandBook

International marketing professionals are specialists in dealing with a host of complex variables. In addition to the inherent challenges of creating pricing and promoting products and services they must deal with language and cultural barriers fluctuating currency markets and unfamiliar legal and political environments. They need to understand the local social cultural and business environments of various countries as well as become familiar with the international organizations (like the WTO World Bank and IMF) that influence global trade and business policy. International marketers must carefully weigh the risks and rewards when choosing their mode of engagement in a foreign market whether it’s exporting joint investment or direct investment. They must conduct research and analysis to determine the most attractive products and services for each market and then figure out how to communicate these benefits. Developing pricing and positioning strategies managing supply chains and building brand loyalty are other frequent responsibilities for international marketers.