ISTANBUL TECHNICAL UNIVERSITY

MANAGEMENT ENGINEERING

ISL 353E Marketing

Group 15

Literature Review of ‘Understanding the international marketing,

advertising and promotion strategies of national brands’
 Literature Review

International Marketing is increasingly and rightly now part of the curriculum in business
schools around the world. What is international marketing? The definitions vary, but in
general it appears that there is a broad agreement on what you are creating.

An international dimension must express more than just non-native; must include one or more
dimensions of social, legal, economic, political, or technological attributes to enable more
comprehensive comparisons and clarifications for marketers.

Points to consider about international marketing;

When discussing International Marketing, we often assume that the product in question
should be a consumer brand, but at the same time it may be a branded intermediate product.
For example, consider Intel computer chips. An industry that is perhaps the only criterion for
the specification is particularly interesting because Intel has created a brand around itself and
strongly encouraged them.

Consumer friendliness is one of the most important issues. For example, it is the fact that the
flavors that enable the rise of multinational products in fast food are combined.

Demographic data show that these countries are approaching the graying of Europe and North
America, as most of the population is quickly approaching the early or actual period of
retirement. This will lead to many new product launches and services in 2006-2111, in
conjunction with increased leisure and health services.

E-Commerce is also part of international marketing. The electronic information revolution has
produced a lot of hype up to now, but there have been few financial savvy retailers. At the end
of 1998, the celebrated "Amazon.com" book merchant was still planning to make a profit,
despite the high awareness among Internet users. Dell, on the other hand, has been very
successful in computer sales, offering the lowest value to its customers, including inventory,
and providing customers with increased value to customize the machines they actually need.
Moore's Law tells us that the calculation power increases every 18 months and that it has
modeled over the past 15 years and will probably continue for some years. This will be
effective in expanding the e-commerce environment as well as expanding the market and
ownership of the computer and creating new product and service opportunities. This is
particularly the case when more information is required for a purchase, such as with a
computer or with stocks and stocks (Paliwoda, 1999, pp.8-17)

A sales promotion consists of a variety of techniques to provide a short-term incentive for the
consumer to purchase a product or store at a retailer. Among the techniques that are popular
are coupons, contests, sweepstakes, bonus packages, refunds and stamps. These are not new:
their use has been recorded in the US and Europe for a period of more than a hundred years.
Sales promotions are often very important in marketing strategy formulation, although
promotional techniques are not considered as just a "bucket."

In the United States, much more sales promotion is spent than advertising spending. Also, in
many countries, there is no media used to effectively use advertising and sales promotions are
becoming more attractive alternatives for personal sales and advertising marketers. Despite its
widespread use, sales promotion has been a matter of little research. Almost all publications
on the subject are practical handbooks that will guide the implementation of sales promotion
techniques and almost all sources examine the sales promotion only from the perspective of
US marketers. This descriptor may formulate a sales promotion strategy in the US or perhaps
be useful in Europe, but such a narrow perspective sets out the weak directions and
understanding of sales promotion techniques for international marketers (Foxman, Tansuhaj
& Wong, 1988, pp. 7 – 15).
 Referances

Stanley J. Paliwoda, (1999) "International marketing: an assessment", International Marketing

Review, Vol. 16 Issue: 1, pp.8-17, https://doi.org/10.1108/02651339910257601

Ellen R. Foxman Patriya S. Tansuhaj John K. Wong, (1988),"EVALUATING CROSS-

NATIONAL SALES PROMOTION STRATEGY: AN AUDIT APPROACH", International
Marketing Review, Vol. 5 Iss 4 pp. 7 – 15

Hultman, M., Katsikeas, C. S., & Robson, M. J. (2011). Export promotion strategy and
performance: the role of international experience. Journal of International Marketing, 19(4),
17-39.

Fastoso, F., & Whitelock, J. (2012). The implementation of International advertising strategies: an
exploratory study in Latin America. International Marketing Review, 29(3), 313-335.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2015). Principles of marketing. Pearson
Australia.