Chapter 14: Marketing Globally

Learning Objectives

  • Understand 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

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A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.