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Global Marketing Management

by Jay Harb

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Truong Phong Duong It's basic on step by step 1 year ago
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MBA-IB Global Marketing Management UNIT I OBJECTIVES To give a broader understanding of the Global marketing management concepts and main issues of Global business. This unit gives students an understanding of the factors that how the international trade system and the economic, political, legal and cultural environments affect a company’s international marketing decisions. The main objectives of the chapter are: • to provide an overview of strategic concept of marketing with the major principles of global market • to analyse the driving forces and various complexities of international marketing • to evaluate the various entry strategies to international market • to identify the essentials of international market in the context of econ