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