[6] International marketing includes the use of existing marketing strategies, mix and tools for export, relationship strategies such as localization, local product offerings, pricing, production and distribution with customized promotions, offers, website, social media and leadership.
Internationalization and international marketing is when the value of the company is "exported and there is inter-firm and firm learning, optimization, and efficiency in economies of scale and scope".
These changes were reinforced and retained by advanced technologies and evolving economic relationships among the companies and organizations involved in international trade.
[10] "Global brand identity development is the process of establishing brands of products, the firm, and services locally and worldwide with consideration for scope, product attributes, quality, uses, users and country of origin; organizational attributes; personality attributes, and brand-customer relationship; and important symbols, trademarks metaphors, imagery, mood, photography and the company's brand heritage".
[11] A global marketing and branding implementation system distributes marketing assets, affiliate programs and materials, internal communications, newsletters, investor materials, event promotions and trade shows to deliver integrated, comprehensive and focused communication, access and value to the customers.
Conversely, a product promoted as the low-cost option in France would give rise to limited success in a high end area.
Advertising, word of mouth, press reports, incentives, commissions and awards to the trade will account for product acknowledgement.
The Digital economy today enables firms to provide non-physical services over the internet and companies' products such as Software-as-a-Service (Saas).