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Global Marketing Management Planning and Organization


V. Saillaja, K. Jhansi Rani and R. Catherine
Abstract

Global business comprises of a large and growing portion of the world’s total business. Today, global events and competition affect almost all companies- large and small-because most sell output to and secure supplies from foreign countries. Many companies also compete against products and services that come from abroad. Thus most managers, regardless of industry or company size, need to approach their operating strategies, from a global perspective. In view of the above, this course provides a fresh, up-to-date analysis of the global business environment and successfully blends a comprehensive review of global business with exhaustive discussion of what happens in the many parts of the global market. Moreover, the course not only describes the ideas of global marketing but also presents many contemporary examples, scenarios and cases. This course will therefore provide first-hand knowledge of Global Marketing operations and help practitioners and budding scholars of international business. Global marketing management is of great importance to a company that is looking to offer its product in an international market. This lesson will give a high level overview of the planning & organization marketing leaders must address when considering a new country to sell its product in.

Volume 11 | 09-Special Issue

Pages: 489-493

DOI: 10.5373/JARDCS/V11/20192596