Importance of international marketing in international business

Abstract

International marketing is a multi and transnational process, planning and actions aimed to promote and exchange products and services into regulatory frameworks agreed global or locally. Review fundamental concepts about international marketing and its importance in international business. We present reflections and discussion about the main aspects of processes and procedures involved in international marketing. Geographical, cultural and linguistic aspects, specific niche markets needs and opportunities are considered. Globalization and continuous development of information and communication technologies (ICT), a common way this time, fundamental for marketing strategies in which “world class” organizations invest increasingly more resources for its positioning and maintenance of brands in order to strengthen the loyalty of their consumers and achieve continuous growth.