Current Issues in International Marketing

In line with the globalization phenomenon, which has gained importance today, international marketing can be defined as "determining and meeting the needs of global consumers better than domestic and international competitors and coordinating marketing activities within the framework of the limitations of the global environment." Therefore, the important difference between national marketing and international marketing is not in the marketing tools used, but in the environment in which they operate. In international marketing, since customers are in foreign countries, the product or service marketed has to cross interstate borders. This means different legal regulations, different currencies and different levels of economic development, as well as different cultural environments and structures.
The main condition for the success of the business activities carried out by the enterprises in international markets lies in the necessity of adapting to international markets. Every company participating in international marketing activities has to determine its policy in a different way than domestically. The wants and needs of customers in foreign markets are often and often very different from those in the domestic market due to their belonging to a different environment.
Since international marketing has become a general activity of themselves, businesses have to increase their own effectiveness, especially at the scale of countries and with different marketing mix applications, in order to grow and expand. This is possible by determining, applying and developing new techniques in international marketing according to needs.
In this context, in the book within the details described so far, current and new issues that may have a significant impact on the international marketing discipline are discussed and explained with a broad and perspective view, and then the results are presented to the reader by interpreting them.