Global marketing and international marketing aren’t the same thing, even though many marketers treat them the same way, as I witness every day.
International marketing means that marketing decisions are made in the individual countries, with staff who is the most knowledgeable about the target markets.
Global marketing views the whole world as one, and creates products that will only require weeks to fit into any regional marketplace.
Many marketing managers who use our services, didn’t make (together with their boards) a clear decision about the type of marketing their companies will do abroad. Translation of a brochure from English to Japanese …