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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

19 The Global Marketplace

Chapter Preview

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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Publisher Resources

ISBN: 9780134492513