Global Marketing

Jorge Carneiro and Kevin Ibeh (Chairs)

Despite recent threats to the global trade orthodoxy, international customers and non-domestic markets continue to offer huge opportunities to international companies. Challenges are rife particularly for newer international actors, but also for the increasingly prevalent emerging market multinationals (EMNEs) and more traditional MNEs that are having to protect their turf in stiffly-contested global markets. The nature of these challenges understandably differ, but these international players commonly share the need for effective strategies to advance their growth objectives in advanced and/or developing markets. This track welcomes papers that respond to the above-noted challenges, and which reflect new and innovative marketing strategies for the contemporary global market place.

Papers on more traditional international marketing topics such as international entry modes, market selection, international marketing mix elements and standardization-adaptation levels, international branding, international advertising, international customer behavior, new marketing models and digital marketing, including social media are also welcome.

Keywords: marketing in advanced economies, marketing in emerging economies, country-of-origin effects, cross-border marketing activities, marketing mix, pricing, advertisement, branding, distribution management, marketing channels, customer behaviour, segmentation, digital marketing, e-commerce, social media, platform models, entry modes, market orientation, adaptation-standardization levels, business-to-business marketing, services marketing, export performance, export sales.