Marketing Foundations: International Marketing

- International marketing isn't just about translating your brochures into another language or all about spending more of your company's resources. It's about having a solid plan based upon a realistic assessment of what your company wants to accomplish and analysis of which markets may make the most sense in a framework for how you're going to get the work done. My name is Doug Ladd. And I'm glad you're engaging in this course with me. I've been teaching, writing, working for and consulting with companies all over the world for more than 25 years.

I'll talk about the changing global economy, how to learn more about foreign customers, options for global expansion. You'll get to learn more about the PESTCL framework, which is a powerful tool for selecting a market. I'll also talk about adapting existing products and developing new products for a market. I'll cover the pros and cons of different international marketing models such as exporting, licensing, joint ventures and direct investment. Finally, I'll provide you with several resources and places to gather information to help you make your decisions.

These systems and tools are easy to use. So I'm confident that you can learn and do the necessary work to help your company grow in international markets. Let's get started.