国际市场营销课件英文版chapter9.pptVIP

Increasingly firms are entering foreign markets Execution of international marketing requires planning, organization, and a willingness to try new approaches—collaborative relationships, new operation scope This chapter discusses global marketing management, competition in the global marketplace, strategic planning, and alternative market-entry strategies The chapter also identifies the elements that contribute to an effective international or global organization. Global Marketing Management thought has undergone substantial revision In the 1970s the argument was framed as “standardiz