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| Topic: |
Business
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| Number of pages / Number of words: |
11 / 2897 |
Essay's paper body
(Vignali, 2001)
4. Global marketing
The concept of global marketing is usually applied to represent different meanings:
Going global… it starts with recognizing that the world has no center….customers will differ from country to country and that they will expect you to respect those differences...
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Learn this or stay at home. (Champy, 1997)
Global marketing refers to coordinating and integrating across multiple countries and focuses on resources, opportunities, threats and objectives of a company act globally. According to Keegan (1989) mention two motives for the globalization of marketing strategies one is to take advantage of opportunities for growth and expansion, and the other is survival...
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General points of the essay
Chapter 1 summary: Warren J. Keegan: Global Marketing Management, 7th Edition
Global Marketing Strategy
As a recently appointed marketing manager to a local company you have been asked to convince the management team of the benefits of adopting the marketing concept.
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