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Multinational Marketing Management

In: Multinational Strategic Planning

Author

Listed:
  • Derek F. Channon

    (Manchester Business School)

  • Michael Jalland

    (Manchester Business School)

Abstract

Corporate marketing management has become an increasingly important task in the international enterprise as the era of global competition has approached. Today the maintenance of competitive advantage requires new corporate skills. Experience in a local market is no longer a guarantee of continued success, as marketing expertise tested and proven in many national settings is applied by competitors for whom market differences are a minor hindrance rather than a major obstacle. The removal of trade barriers, the growing mobility of consumers, the internationalisation of communication media and the emergence of the multinational customer have all contributed to the transferability of marketing ideas across national frontiers. In the mature multinational, marketing knowledge and skills are transferred globally to buttress existing products and exploit new market opportunities.

Suggested Citation

  • Derek F. Channon & Michael Jalland, 1978. "Multinational Marketing Management," Palgrave Macmillan Books, in: Multinational Strategic Planning, chapter 10, pages 259-293, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-02855-9_10
    DOI: 10.1007/978-1-349-02855-9_10
    as

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