Global Marketing Management
Global marketing management first involves the same elements as any type of marketing management and then must take into account the different requirements of the global marketplace, the different opportunities, and the pitfalls that must be avoided in this developing arena. Deciding what works and what does not and seeing to it that the company follows what works is the job of the marketing manager. While the purpose of marketing is the same in the global marketplace as in the domestic market, namely to decide what the customer wants and then to provide it, the task can be more complicated in the global market because the manager will not be as familiar with that market, because that market is not one market at all but many markets in many different countries and parts of the world, and even different markets within the same country or region. The process of marketing therefore now involves finding the right message for many different places and taking care not to try to tell a......
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