What Is Global Marketing Management?

A globe representing global marketing management
A globe representing global marketing management

Being in the customer-centric era, it is necessary for companies to understand customer needs better and provide them with solutions. Customer relationship management (CRM) has emerged as one of the biggest areas where companies have started investing a lot of time and money to get customer insights, address customer pain points and build lasting relationships with customers. In this blog post, you will learn about what is global marketing management (GMM), examples of global marketing management implementation, benefits, risks, and implementation strategies. Read on to know more…

What is Global Marketing Management?

Global marketing management is a process that helps companies understand customer needs and build lasting relationships with customers abroad. It also helps in aligning the company’s marketing activities and sales strategies internationally.

The global marketing management process consists of four major steps:

– Customer identification

– Understanding customer needs

– Aligning marketing and sales strategies

– Crafting an effective communication strategy

How Does Global Marketing Management Help In Organization’s Growth?

GMM can help an organization in achieving its objectives by connecting to new markets and designing global marketing.

The methods used are based on the cultural patterns, behavioral patterns, and behaviors of the targeted market. Global marketing management helps organizations in identifying their target customers globally and understanding how they interact with their business needs.

Global marketing management is different from local marketing, which is focused on understanding the local culture, behavioral patterns and behaviors of the targeted market. Global marketing management focuses on understanding customer needs better and providing them with solutions.

One of the biggest benefits of GMM is that it helps organizations create separate database cultures for each country or geography in order to understand customer needs better. Furthermore, GMM also enables an organization to improve its digital presence by reaching out to consumers who require information in local languages at any given time.

Global marketing management helps an organization create tailored digital content for local consumers and campaigns that speak directly to their needs so that they can have a positive experience with your brand regardless of location.

Example of Global Marketing Management Implementation

Let’s take an example of a retail brand and how GMM can be implemented to help them in their customer relationship management (CRM). At the same time, we need to consider the customer purchase journey. This requires effectively reaching the customer at each stage of the journey through different channels and at differing times. Global marketing management is an approach to marketing that helps companies understand their target customers better, connect with them on their own terms and create long-term relationships with them.

It involves getting insights into customers’ wants, needs, and behaviors in order to more effectively serve and retain them while meeting company goals such as revenue growth and return on investment. To implement global marketing management, companies should identify key stakeholder groups by segmenting consumers into demographics with similar buying power, lifestyles, or motivations for purchasing.

The Starbucks Example

Starbucks is a global powerhouse in the coffee industry, and its international marketing strategy plays a critical role in its success. The company has been focusing on expanding its presence into new markets all over the world, with a keen focus on finding and reaching new customers. Their international strategy focuses on four key areas: localization of product offerings, developing localized marketing campaigns, expanding digital capabilities, and enhancing customer experience.

The company takes local preferences into account when developing product offerings for each market to ensure they are meeting customer needs. This includes customizing their food menu to appeal to regional cultures as well as offering products that fit within the local context. Starbucks also develops localized marketing campaigns tailored specifically to different countries to ensure maximum impact in each market. They use television advertisements, billboards, influencer partnerships, and social media campaigns to reach consumers wherever they are and build brand loyalty along the way.

Each stakeholder group should then be assigned a unique set of target customers based on this segmentation. Companies are encouraged to pick a few target segments instead of trying to service all segments simultaneously. The company can use these segments to plan its advertising campaigns, and define its product features or offer based on what would appeal to that segment’s needs and wants.

Risks for Global Marketing Management Implementation

Implementing global marketing management poses certain risks to a company like inefficiency, lack of strategy, inability to adapt, and changes in the market. The benefits of global marketing management include improved customer satisfaction, increased reputation, and brand power, and increased sales and profits.

Benefits of Global Marketing Management

One of the biggest benefits of a global marketing management system is that it helps companies understand their customers better and how to help them.

It’s important for companies to listen to their customers, so they can anticipate customer needs as well as provide solutions that solve their problems. Global marketing management also offers better customer insights on what makes customers buy, which helps improve product and service quality. Another benefit of a GMM is that it reduces wasted expenses by allocating funds only where they are needed, such as in growth markets or areas with high expenses.

This cut costs for companies because there’s no need for expensive ad campaigns or sales teams in regional markets where revenue isn’t generated anyway. GMM also helps reduce risk by helping target customers who are more likely to buy from your brand, reducing the risks associated with selling to new regions where you may not have built much trust yet.


Global marketing management is a strategy that is used by organizations to enhance growth in international markets. This strategy is used for the organization’s survival and it helps the organization to able to compete in the global market. The benefits of global marketing management are that the organization can compete in the global market, increase product awareness with customers, build a strategic relationship with clients and make an international business.