Global Marketing. Foreign Entry, Local Marketing & Global Managament

Global Marketing. Foreign Entry, Local Marketing & Global Managament

But there are other challenges as well. Global marketing is very demanding professionally. This goes for managing it or learning about it, and also for teaching it. It requires not only a good grasp of marketing principles and an understanding of the global environment, but also how the two interact—that is, how the environment impacts the applicability of the marketing principles. Good marketing might be good marketing everywhere—but this does not mean it is necessarily the same.

Johny K. Johansson.

McGraw-Hill Companie

2009

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