International Marketing: Scope, Strategies, and Approaches

This document provides an overview of international marketing, including its scope, key concepts, and strategies. It discusses the rationale for companies to market internationally and describes various routes to market. The document also evaluates the key criteria and selection process for entering international markets and explains different market entry strategies with their advantages and disadvantages. Additionally, it presents an overview of the global versus local debate and analyzes various international marketing approaches. The marketing mix of McKinsey & Company, a renowned consulting firm, is also discussed.