What is Multinational Marketing?

Multinational marketing: The focus on multinational marketing came as a result of the development of the multinational corporation. These companies are characterized by extensive development of assets abroad and operate in a number of foreign countries or markets as if they were local companies. Such development led to the creation of many domestic strategies, thus the name multidomestic strategy whereby a multinational firm competes with many strategies, each one tailored to a particular local market. The major challenge of the multinational marketer is to find the best possible adaptation of a complete marketing strategy to an individual country. This approach to international marketing leads to a maximum amount of localization and to a large variety of marketing strategies. The attempt of multinational corporations to appear local wherever they compete, often results in the duplication of some key resources. The major benefits are the ability to completely tailor a marketing strategy to the local requirements.