Integrative Approach To Global Industrial Marketing

1.0 INTRODUCTION Whether an organization markets its goods and services domestically or internationally, the definition of marketing still applies. However, the scope of marketing is broadened when the organization decides to sell across international boundaries, this being primarily due to the numerous other dimensions which the organization has to account for. For example, the organization’s language of business may be "English", but it may have to do business in the "French language". This not only requires a translation facility, but the French cultural conditions have to be accounted for as well. Doing business "the French way" may be different from doing it "the English way". This is particularly true when doing business with the Japanese.

According to Madhavaram (2011) the aims are to attempt to develop an integrative theoretical framework that approaches global industrial marketing from a managerial cognition perspective. Industrial marketing is often highly complex when compared to consumer marketing. For example, consider industrial purchasing, an important managerial activity in the context of industrial marketing. According to Ramachandran (2010), the aims are to examine how marketing framework has influenced various aspects of higher education (HE) management and its implication to dealing with student issues. In the past, marketing was a jargon of the business world, alien to higher education institutions (HEIs). The role of HEIs was to serve the community, engage in research activities, teach students, and equip them with knowledge and skills that are useful in their places of work. According to Eunju Ko (2011), in article Global marketing segmentation usefulness in the sportswear industry the aims are to despite the increasing attention Global Marketing Strategy (GMS) is receiving in the academic literature, researchers have paid relatively little attention to whether markets can be segmented cross-nationally. According

For example article by David A. Griffith and Jessica J. Hoppner , they tell about global marketing managers: Improving global marketing strategy through soft skill development. It’s good for who want to improve skill in marketing because in this article tell about to develop a model that identifies a set of soft skills that have the ability to increase the effectiveness of global marketing managers in making the tactical adaptations necessary to develop and implement global marketing strategy in an increasingly complex and dynamic marketplace. Also I like article by Onyemah and Simon O. Akpa (2015), they talk about channels in marketing. Marketing channel research has recognized the strategic importance of managing the nexus of people engaged in functions geared toward making products available to end-users in the right condition at the right place and time, it suitable to someone to find more about marketing