International Marketing International Marketing and Global Marketing refers to marketing transatlantic business run by or through national borders. This strategy uses an extension of the techniques used in the company’s main country. According to the American Marketing Association on “International Marketing is a multinational process of planning and execution of the design, price, promotion and distribution of ideas, goods, services to create exchanges that satisfy individual or organizational objectives. ” In contrast to the definition of multinational marketing only the word was added. In simple words international marketing is the application of the marketing principles across national borders. However, there is a transition between usually expressed by the international marketing and global marketing which are similar words. The crossing is the result of the internationalization process.Many authors are American and European international marketing by a trivial extension of export when the marketing mix is adapted in a certain way just to keep the differences in consumer segments. It follows that the global marketing takes a more standardized approach to global markets and focus on equality, in other words the similarities and consumer segments.