Marketing is the management process responsible for the identification, anticipation and satisfaction of customer needs and wants profitably.
Management, on the other hand, can be defined as the effective and efficient utilization of an organization’s asset.
An organization’s asset can be identified as human, physical, capital and most recently knowledge based assets.
Having identified and explained what makes the constituents of marketing management, it will be ideal to bring the internationalization of marketing and the way it’s management into perspective.
Now the key question guiding the studying of international marketing arises but first and foremost what is internationalization.
The response to that can be explained or defined from two perspectives as below:
Commerce: The growing tendency of corporations to operate across national boundaries.
Marketing and Computing: An approach to designing products and services that are easily adaptable to different cultures and languages.
In summary, international marketing can be defined as the Marketing is the management process responsible for the identification, anticipation and satisfaction of customer needs and wants profitably across boarders taking into considerations global cultures and languages and retrospectively culture and religious orientations.
Intra country marketing management in as much as it is a complex exercise makes marketing across boarders more even complex.