Lecture 2: Framework for International Marketing

1
Lecture 2Framework for International Marketing

• Topics
• International expansion of manufacturers
• International expansion of service industries
• Influences on internationalism
• Strategic options for international expansion
• Market entry method options

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Lecture 2 Framework for International Marketing

• Learning Objectives-
• Understand the theoretical framework to
  international marketing
• Identify the major influences on international
  marketing development
• Appreciate how international marketing has
  evolved
• Be aware of the contribution of strategic
  analysis to international marketing theory
• Appreciate the link between international
  marketing theory and international marketing
  planning