Abstract
International marketing is forced to consider multiple general conditions of international business. Therefore, both consumer-related and environmental peculiarities have to be taken into account. Marketing specialists in particular are responsible for identifying these market conditions and formulating matching strategies. This article shows that the general anchor points of international marketing can be adapted to commodities because commodity marketing is based on similar global and local environmental conditions as international marketing. Based on the encompassing definition of “commodities,” this article delivers nine theses that underline the strong relationship between international and commodity marketing.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Communiqué. (2013). Meeting of finance ministers and central bank governors, Washington, April 2013. http://www.g20.org/documents/. Accessed 6 June 2013.
Czinkota, M., & Skuba, C. J. (2011). The two faces of international marketing. Marketing Management, 20, 14–16.
Czinkota, M., & Skuba, C. J. (2012). A contextual analysis of legal systems and their impact on trade and foreign direct investment. Journal of Business Research.
Financial Times. (2011, October 24). Capitalism and its global malcontents. Editorial.
G20 Leaders Summit. (2011). Final Communiqué, November 3–4, 2011, pp. 12–17. http://www.g20.org/documents/#p2. Accessed 6 June 2013.
GE. (2013). http://www.genewscenter.com/. Accessed 6 June 2013.
Ibid. (2013). http://www.siemens.com/about/en/values-vision-strategy/strategy.htm. Accessed: 6 June 2013.
Procter & Gamble. (2012). http://za.pg.com/about. Accessed 27 Jan 2012.
Siemens. (2013). http://www.siemens.com/about/en/worldwide.htm. Accessed 6 June 2013.
Skuba, C. J. (2011, 11 July). Consumers can shine sunlight on exploitative vampire brands. Letter to the Financial Times.
The Coca Cola Company (2012). http://www.thecoca-colacompany.com/ourcompany/index.html. Accessed 27 Jan 2012.
World Bank. (2010). Gross Domestic Product. http://siteresources.worldbank.org/DATASTATISTICS/Resources/GDP.pdf. Accessed 27 Jan 2012.
World Bank. (2011). Fortune Global 500. http://money.cnn.com/magazines/fortune/global500/2011/full_list/. Accessed 27 Jan 2012.
World Economic Forum. (2012). Global Risks. http://www.weforum.org/issues/global-risks. Accessed 27 Jan 2012.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Czinkota, M., Enke, M. (2014). An International Perspective on Commodity Marketing. In: Enke, M., Geigenmüller, A., Leischnig, A. (eds) Commodity Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02925-8_20
Download citation
DOI: https://doi.org/10.1007/978-3-658-02925-8_20
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02924-1
Online ISBN: 978-3-658-02925-8
eBook Packages: Business and Economics (German Language)