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The New Global Marketing: Local Adaptation for Sustainability and Profit (Second Edition)
The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of t...
Global Marketing
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Global Marketing
The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of t...
The New Global Marketing
The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of t...
Global Marketing (First Edition)
The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of t...
Harvard Magazine
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