July 2013
Intermediate to advanced
352 pages
15h 18m
English
In this chapter, you will learn about:
Global marketing strategy
Standardization and adaptation of international marketing
Global branding and product development
International pricing
International marketing communications
International distribution
International marketing is concerned with identifying, measuring, and pursuing customer needs and market opportunities abroad. Exhibit 14.1 provides a framework for these activities and previews the topics of this chapter. The outer layer represents the cultural, social, political, legal, and regulatory environment of foreign markets. These environmental conditions constrain the firm’s ability to ...