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A Framework of International Business
book

A Framework of International Business

by S. Tamer Cavusgil, John R. Riesenberger, Gary Knight
July 2013
Intermediate to advanced content levelIntermediate to advanced
352 pages
15h 18m
English
Pearson
Content preview from A Framework of International Business

Chapter 14 Marketing in the Global Firm

Learning Objectives

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

Global Marketing Strategy

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 ...

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Publisher Resources

ISBN: 9780137589869