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Core curriculum reading
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Reference no. 8182
Subject category: Marketing
Authors: Rohit Deshpande
Published by: Harvard Business Publishing
Originally published in: 2014
Version: 26 February 2014
Revision date: 26-Feb-2019

Abstract

Because of advances in technology, increasing international trade, growing global income levels, and a convergence of consumer tastes, companies worldwide must examine their business strategies and tactics with a global perspective. This reading introduces a broad array of fundamental concepts and strategies that will enable an understanding of these dynamic changes in the global marketing environment. A supplemental reading offers insight into global marketing in the service industry. This reading also contains two videos on global marketing topics: 'Balancing Tensions between Local and Global Marketing Demands' and 'Creating a Novel Product for a Specific Foreign Market'.

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Abstract

Because of advances in technology, increasing international trade, growing global income levels, and a convergence of consumer tastes, companies worldwide must examine their business strategies and tactics with a global perspective. This reading introduces a broad array of fundamental concepts and strategies that will enable an understanding of these dynamic changes in the global marketing environment. A supplemental reading offers insight into global marketing in the service industry. This reading also contains two videos on global marketing topics: 'Balancing Tensions between Local and Global Marketing Demands' and 'Creating a Novel Product for a Specific Foreign Market'.

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