Commodity Marketing

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An International Perspective on Commodity Marketing

  • Michael CzinkotaAffiliated withMcDonough School of Business, Georgetown University Email author 
  • , Margit EnkeAffiliated withLehrstuhl für Marketing und Internationalen Handel, Fakultät für Wirtschaftswissenschaften, insbesondere Internationale Ressourcenwirtschaft, Technische Universität Bergakademie Freiberg

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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.