International marketing management Essay Example | Topics and Well Written Essays - 2250 words

International marketing management - Essay Example Marketing has shifted from the traditional product centred view to a service centred view. It has further evolved into creating a new experience for the customer by providing unique values. Marketers, therefore segment, penetrate and promote goods with the objective of attracting customers (Vargo and Lusch 2004). Marketing mix as under 4 Ps does not attract a customer any longer as it is product oriented. Therefore relationship marketing has become more important because it moves marketing from transactional to relationship-based exchange. Relationship marketing brings about a new integration into the marketing dimension. With advances made in technology global trade has changed. The customer that was passive in the past has become interactive, becoming connected replacing his isolation and changed into informed from being unaware. Earlier in the seventies and eighties a large parts of the world were controlled economies, especially those of China and India.