Marketing Management
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Details
Textbook:
Pages : 500;
Paperback;
210 X 275 mm approx.
Workbook:
Pages :
282; Paperback;
210 X 275 mm approx, Sample Applied Theory Questions
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Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
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Detail Table of Contents
Global Marketing Strategies : Chapter 23
SUMMARY:
A company with operations in several countries should chalk out marketing plans, which meet global market requirements. Such marketing action plans are termed global marketing strategies. In today’s environment, with the rapid increase in information technology and domestic markets becoming saturated, it has become important for companies to market their products globally. Selecting a potential market is a crucial factor in global marketing, as the firm has to evaluate several factors like political, economic, social, technological, legal and regulatory environments before selecting a viable market. The firm should evaluate these factors carefully and adapt itself continuously to environmental changes.
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ventures, indirect investment, etc. The marketing organization for a global company should be properly structured to match international standards so that it leverages the maximum benefit of going global. Hence, a firm adopts a structure that suits its business requirements. Some such structures are export division, international division, and global organization. Global marketing strategies are developed separately for different marketing mix elements – product, price, place and promotion.
