INTRODUCTION As technology creates leaps in communication,

transportation and financial flows, the world continues to feel

smaller and smaller. It is possible for companies and consumers

to conduct business in almost any country around world

because of the advances in world trade. Brands and products

that originate in one country are enthusiastically accepted in

others. Additionally, these products cannot be marketed

identically across the globe. Here arises global marketing which

takes more into consideration than just language-it involves

culture, market saturation and customer behaviors.

Global marketing Communications

Global marketing is marketing on a

worldwide scale or reconciling or taking commercial

advantage of global operational differences,

similarities and opportunities in order to meet global

objectives.

Marketing communications are messages

and related media used to communicate with the

market. Marketing communications is the

“promotion” part of the “marketing-mix” or the

“four Ps”. It can also refer to the strategy used by a

company or individual to reach their target markets

through various types of communications.

Global marketing communication acquires new customers for brands by

building awareness and encouraging trial. Marketing communication also

maintains a brand’s current customer base by reinforcing their purchase

behaviour by providing additional information about the brand’s benefits. A

secondary goal of marketing communication is building and reinforcing

relationships with customers, prospects, retailers and other important

stakeholders.

Marketing communicatio

n

AdvertisingPubl

ic relations

Direct

Marketing

Sales

Promotion

Personal selling

Websites

ELEMENTS OF MARKETING COMMUNICATION

Successful marketing

communication relies on sound

management decisions regarding

the coordination of the various

elements of the promotion mix.

These options include

advertising, sales promotion,

public relations, direct marketing

& personal selling. The Internet

has also become a powerful tool

for reaching certain important

audiences. The role each element

takes in marketing

communication relies in part on

whether the company employs a

“push strategy” or “pull

strategy“.

Marketing Communication Overview

Positioning

The marketing message

Marketing communication for technology start-ups:

Achieving market leadership by word-of–mouth marketing

Marketing communications: Reaching early adopters of

technology products

Marketing communication across the chasm and in the

bowling alley explains the tactics that will help the firm to

cross the chasm.

CONCLUSION According to the WTO, the volume of international

merchandise trade increased 23 times between 1951 & 2010.

However, globalization has created just as many challenges

as opportunities for brands that venture overseas. Because

consumers have so many more options for similar products,

companies must ensure that their products are high in quality

and affordability. Companies have turned their international

marketing efforts into something more than just exporting-

they have adapted their branding to account for differences

in consumers demographics and world markets.