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An International Perspective on Commodity Marketing

In: Commodity Marketing

Author

Listed:
  • Michael R. Czinkota

    (Georgetown University)

  • Margit Enke

    (TU Bergakademie Freiberg)

Abstract

International marketing is forced to consider multiple general conditions of international business. Therefore, both consumer-related and environmental peculiarities have to be taken into account. Particularly marketing specialists are responsible for identifying these market conditions and formulating matching strategies. This chapter shows that the general anchor points of international marketing can be adapted to commodities because commodity marketing is based on similar global and local environmental conditions as international marketing. Based on the encompassing definition of “commodities,” this chapter delivers nine theses that underline the strong relationship between international and commodity marketing. We also develop and analyze the concepts of the Soul of Business and Curative Marketing.

Suggested Citation

  • Michael R. Czinkota & Margit Enke, 2022. "An International Perspective on Commodity Marketing," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 331-347, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_18
    DOI: 10.1007/978-3-030-90657-3_18
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