This document provides an overview of leadership, organization, and control in global marketing management. It discusses the importance of visionary leadership and empowering others. Effective global organizations have simple structures with clear communication. Control involves setting objectives, budgets, and using informal methods like transferring people between markets to share standards and identify issues. The global marketing audit is a key tool to systematically evaluate performance and identify opportunities.

4. CHAPTER 17

8. CHAPTER CONTENT LEADERSHIP ORGANIZATION GLOBAL MARKETING MANAGEMENT AUDIT

9. LEADERSHIP Leadership is not about hierarchy or title or status, it is about having influence and mastering changes. Leadership is not about bragging rights or battles or even the accumulation of wealth, it’s about connecting and engaging at multiple levels. It’s about challenging minds and capturing hearts, leadership in this new era is about empowering others to decide for themselves. Leadership is about empowering others to reach their full potential. Leaders can no longer view strategy and execution as abstract concepts, but must realize that both elements are ultimately about people. Now a days “Global marketing” demands exceptional leadership.

10. TERMS OF LEADERSHIP

15. Figure: 17-1 functional corporate structure, domestic corporate orientation, preinternational division

16. Figure 17-2 divisional corporate structure, domestically oriented product division staff, preinternational division