The Global Marketplace

CHAPTER OBJECTIVES

After reading this chapter, you should be able to:

Discuss how the economic, political-legal and cultural environments affect a company's international marketing decisions. Describe three key approaches to entering international markets. Explain the primary issue of deciding on the global marketing programmes and whether to standardize or adapt their marketing mixes for international markets.

Distinguish among the three main ways companies manage their global marketing organizations.

Preview Case

Was this article helpful?

+1 0
Super SEO GuideBook

Super SEO GuideBook

This course covers everything that you could ever want toknow about getting high rankings in the search engines. Many courses only give you a little bit of information and then try to sell you additional courses with the real secrets in them. Youll never have to worry about that with this course.

Get My Free Ebook


Post a comment