Chapter 14: Marketing Globally

Learning Objectives

  • Why marketing globally matters
  • Describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets
  • Describe common approaches used by organizations to compete successfully on a global scale
  • Explain the importance of understanding how demographic, cultural and institutional factors shape the global marketing environment

License

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Introduction to Marketing II 2e (MKTG 2005) by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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