19 The Global Marketplace

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You’ve now learned the fundamentals of how companies develop competitive marketing strategies to engage customers, create customer value, and build lasting customer relationships. In this chapter, we extend these fundamentals to global marketing. Although we’ve discussed global topics in each previous chapter—it’s difficult to find an area of marketing that doesn’t contain at least some international elements—here we’ll focus on special considerations that companies face when they market their brands globally. Advances in communication, transportation, and digital technologies have made the world a much smaller place. Today, almost every firm, large or small, faces international marketing issues. In this ...

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