International Marketing vs Global Marketing

International marketing and global marketing, I have noticed, are perceived the same by several marketers worldwide. However, they are definitely not the same. International marketing involves the marketing tactics adopted by knowledgeable marketers in different countries specific to the markets of those countries. Global marketing, on the other hand is a marketing concept which involves the marketing efforts put in for the unique worldwide market.

We can understand that these two terms sometimes sound similar to most people most of the time but actually they are not. They aren’t analogous by any means. In the words of Oxford University Press, global marketing is when an organization utilizes an exact promotional tactic all over the world — like Nike or Wal-Mart. Under its purview, the entire world is deemed one market and does not adjust the products or services, distribution channels or the communication to regional requirements.

Alternatively, International marketing refers to a situation wherein a company opens a subsidiary in a new country and permits that subsidiary to look after the market in that region and pay consideration to local customs like religion, dietary and lifestyle habits.