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...... International business aims at selling products and/or services. But selling cannot be done outright without a proper marketing plan. Like looking at new requirements and building relationships, planning the marketing strategy takes careful planning and preparation too. In the same manner as doing business locally is different internationally, marketing is also unique. A company may be test marketing a product or service in a small market in the United States, and the product or service functions as designed and the acceptance is positive. That particular test market result may not work in the international scene. Going back to the critical success factors mentioned earlier, the CSF for the local market will be totally different for the global field. Determining CSFs for the marketing strategy still undergoes getting various inputs from stakeholders. For a company going global, top management should be prudent enough to get strategic, tactical and operational CSFs from employees and middle managers. CSFs should be developed through the interaction of key employees at all levels individual, department, division and corporate. Once top-level managers in an organization have identified their CSFs, these can be compared to other managers CSFs in the company to determine where there are

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