April 2015
Beginner
312 pages
12h 12m
English
Content preview from International Business, 2nd Edition
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14
INTERNATIONAL MARKETING
LEARNING OBJECTIVES
After reading this chapter, you should be able to:
- Understand the differences between domestic and international marketing
- Describe the advantages and disadvantages of a standardized, global approach to marketing against an adapted, differentiated approach
- Identify the issues in a global marketing mix and problems in its standardization
- Discuss the different promotional strategies for the international market
- Explain the distribution strategies of global marketers
STARBUCKS COFFEE COMPETES WITH LOCALLY BREWED KAAPI
Starbucks is India is an equal joint venture between Starbucks Coffee Company and Tata Global Beverages. The first Starbucks store opened in Mumbai in 2012 and marked its half century—the ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.