Global marketing stands for marketing activities that are coordinated and integrated across multiple country markets.

As a result there is a global approach to international marketing. Global or transnational marketing focuses upon leveraging a business’s assets, experience and goods globally and upon adapting to what is really unique and dissimilar in each country.

With many other different elements of marketing, there is no concrete definition of global marketing, and there could be some misunderstanding about where international marketing begins and where global marketing ends.

International marketing is just the application of marketing philosophy to more than just one country. Nevertheless, there is a crossover between what is generally expressed as international marketing and global marketing, which is a related term.

The connection is the effect of the process of internationalisation. A lot of American and European authors consider international marketing as a mere extension of exporting, whereby the marketing mix is basically adapted in some way to take into account dissimilarities in consumers and segments. Consequently that global marketing uses a more standardised tactic to world markets and focuses upon similarity, in other words the similarities in customers and segments.