MegaMarketing is a marketing strategy that aims to influence or persuade third parties that affect or block the transactions between buyers and sellers. These third parties may include governments, media, unions, banks, or other groups that have power or interest in the market. MegaMarketing was coined by Philip Kotler in 1986, to describe the type of marketing activity required to manage the external environment of the firm, as well as the marketing variables.

MegaMarketing is especially important for international business, where different countries may have different laws, regulations, tariffs, or cultural barriers that prevent or limit the entry of foreign firms. MegaMarketing involves using public relations and power to overcome these obstacles and create a favorable image and reputation for the firm and its products or services.

Some examples of MegaMarketing are:

– Disney’s expansion into China, where it had to negotiate with the Chinese government, media, and cultural institutions, to build its theme park, Shanghai Disneyland, and launch its streaming service, Disney+.

– Coca-Cola’s campaign to promote its brand and products in India, where it faced resistance from environmental activists, local competitors, and consumers, who accused it of depleting water resources, violating labor rights, and selling unhealthy drinks.

– Starbucks’ entry into Vietnam, where it had to adapt its menu, pricing, and store design, to appeal to the local tastes, preferences, and traditions, of the coffee-loving Vietnamese market.