Designing Digital Marketing Strategies for International Business: A Comparative Analysis

Designing Digital Marketing Strategies for International Business: A Comparative Analysis

Burçak Cebeci Perker (Bahcesehir Üniversity, Turkey)
DOI: 10.4018/978-1-7998-1125-1.ch008

Abstract

As its popularity increased, internet was converted to a main marketing tool for many types of businesses. However, it preserves more promising features due to offered globality and rapidness when it comes to communicate people effectively. As invested financial budgets and intellectual power are increased for global brands, which internet marketing strategies a business would succeed in international market has become a crucial inquiry. This study subjected 10 different international brands by conducting qualitative and quantitative research methods to compare efficiency of internet marketing strategies in order to correspond this question.
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Conceptual Framework

This chapter presents a general overview to the scope of international businesses, their differences compared with domestic businesses, their risks and benefits along with internet marketing strategies’ characteristics and measurement of the impact of internet marketing on international businesses.

Many definitions have been indicated for international business. But a common concept used by different sources is cross border transactions between two or more countries (Geiersbach, 2010; Chisholm, 2009; Perry, 1990). In its simplest form, international business is described as “any business activity that crosses national boundaries. The entities involved in business can be private, governmental, or a mixture of the two” (Ajami et al., 2006). International market is a field where international business has been operated. In contrary to the definition of international market; domestic market is where domestic business has been operated (Perry, 1990). Before describing pros and cons of international businesses it may be beneficial to give a perspective in differences and similarities of domestics and international markets.

Key Terms in this Chapter

International Business: International business refers to the trade of goods, services, technology, capital and/or knowledge across national borders and at a global or transnational level.

Mobile Marketing: Mobile marketing is the interactive multichannel promotion of products or services for mobile phones and devices, smartphones and networks.

Social Media Marketing: Social media marketing is a form of Internet marketing that utilizes social networking websites as a marketing tool.

Return on Investment (ROI): Return on investment (ROI) is a performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments.

Internet marketing: Internet marketing, or online marketing, refers to advertising and marketing efforts that use the web and email to drive direct sales via electronic commerce, in addition to sales leads from websites or emails.

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