Global Marketing
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| Natura: | Recurso digital |
| Lingua: | inglese |
| Pubblicazione: |
Zenodo
2025
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| _version_ | 1866902143548522496 |
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| author | Dr. Saurabh Srivastava Dr. Hemanth Kumar S Dr. Dinesh Nilkant Dr. Anantha Subramanya Iyer K N |
| author_facet | Dr. Saurabh Srivastava Dr. Hemanth Kumar S Dr. Dinesh Nilkant Dr. Anantha Subramanya Iyer K N |
| contents | <div> <p><span lang="EN-US">The global marketplace is evolving at an unprecedented pace, driven by rapid technological advancements, shifting consumer behaviors, and increasingly interconnected economies. Businesses today no longer operate in isolation; they compete and collaborate across<span> </span>borders,<span> </span>necessitating<span> </span>a<span> </span>deep<span> </span>understanding<span> </span>of<span> </span>global<span> </span>marketing principles. This book is designed to equip students, academics, and professionals with the knowledge and strategies essential for navigating the complexities of international and global marketing.</span></p> <p><span lang="EN-US">The book begins by exploring the fundamental differences between international<span> </span>and global marketing,<span> </span>setting the stage with key concepts such as the EPRG framework and the international task environment. It then delves into the assessment of global marketing opportunities, emphasizing the role of market research, information systems, and various market entry strategies. These foundational concepts help readers understand how firms identify and penetrate global markets effectively.</span></p> <p><span lang="EN-US">A<span> </span>critical<span> </span>aspect<span> </span>of<span> </span>global<span> </span>marketing<span> </span>is<span> </span>segmentation,<span> </span>targeting, and positioning. This book provides a structured approach to these processes, discussing universal, regional, and unique segmentation strategies and how companies position themselves in high-tech and high-touch industries. Understanding these concepts enables businesses to tailor their marketing efforts to diverse cultural and economic landscapes.</span></p> <p><span lang="EN-US">Product and promotion decisions are at the heart of global marketing strategies. From branding to packaging and support services, this book explores how companies adapt their offerings to different markets while maintaining consistency in their global brand image.<span> </span>Similarly,<span> </span>pricing<span> </span>and<span> </span>distribution<span> </span>decisions<span> </span>are<span> </span>examined<span> </span><span>in </span></span><span lang="EN-US">depth, addressing factors such as pricing objectives, parallel imports, and<span> </span>the<span> </span>influence<span> </span>of<span> </span>global<span> </span>market<span> </span>conditions<span> </span>on<span> </span>pricing<span> </span>strategies<span> </span>and channel structures.</span></p> </div> <p><span lang="EN-US">Throughout the book, self-learning topics encourage readers to engage in independent exploration, fostering a deeper understanding of<span> </span>real-world<span> </span>global<span> </span>marketing<span> </span>challenges.<span> </span>The<span> </span>content<span> </span>is<span> </span>structured<span> </span>to provide a balanced mix of theoretical frameworks and practical applications, ensuring relevance to both academic and corporate <span>settings.</span></span></p> <p><span lang="EN-US">This book aims to serve as a comprehensive guide for students and professionals who aspire to master the intricacies of marketing on a global scale.</span></p> <p><span lang="EN-US">With this foundation, let us embark on an insightful journey into the<span> </span>dynamic<span> </span>world<span> </span>of<span> </span>global<span> </span>marketing.</span></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_15803356 |
| institution | Zenodo |
| language | eng |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Global Marketing Dr. Saurabh Srivastava Dr. Hemanth Kumar S Dr. Dinesh Nilkant Dr. Anantha Subramanya Iyer K N <div> <p><span lang="EN-US">The global marketplace is evolving at an unprecedented pace, driven by rapid technological advancements, shifting consumer behaviors, and increasingly interconnected economies. Businesses today no longer operate in isolation; they compete and collaborate across<span> </span>borders,<span> </span>necessitating<span> </span>a<span> </span>deep<span> </span>understanding<span> </span>of<span> </span>global<span> </span>marketing principles. This book is designed to equip students, academics, and professionals with the knowledge and strategies essential for navigating the complexities of international and global marketing.</span></p> <p><span lang="EN-US">The book begins by exploring the fundamental differences between international<span> </span>and global marketing,<span> </span>setting the stage with key concepts such as the EPRG framework and the international task environment. It then delves into the assessment of global marketing opportunities, emphasizing the role of market research, information systems, and various market entry strategies. These foundational concepts help readers understand how firms identify and penetrate global markets effectively.</span></p> <p><span lang="EN-US">A<span> </span>critical<span> </span>aspect<span> </span>of<span> </span>global<span> </span>marketing<span> </span>is<span> </span>segmentation,<span> </span>targeting, and positioning. This book provides a structured approach to these processes, discussing universal, regional, and unique segmentation strategies and how companies position themselves in high-tech and high-touch industries. Understanding these concepts enables businesses to tailor their marketing efforts to diverse cultural and economic landscapes.</span></p> <p><span lang="EN-US">Product and promotion decisions are at the heart of global marketing strategies. From branding to packaging and support services, this book explores how companies adapt their offerings to different markets while maintaining consistency in their global brand image.<span> </span>Similarly,<span> </span>pricing<span> </span>and<span> </span>distribution<span> </span>decisions<span> </span>are<span> </span>examined<span> </span><span>in </span></span><span lang="EN-US">depth, addressing factors such as pricing objectives, parallel imports, and<span> </span>the<span> </span>influence<span> </span>of<span> </span>global<span> </span>market<span> </span>conditions<span> </span>on<span> </span>pricing<span> </span>strategies<span> </span>and channel structures.</span></p> </div> <p><span lang="EN-US">Throughout the book, self-learning topics encourage readers to engage in independent exploration, fostering a deeper understanding of<span> </span>real-world<span> </span>global<span> </span>marketing<span> </span>challenges.<span> </span>The<span> </span>content<span> </span>is<span> </span>structured<span> </span>to provide a balanced mix of theoretical frameworks and practical applications, ensuring relevance to both academic and corporate <span>settings.</span></span></p> <p><span lang="EN-US">This book aims to serve as a comprehensive guide for students and professionals who aspire to master the intricacies of marketing on a global scale.</span></p> <p><span lang="EN-US">With this foundation, let us embark on an insightful journey into the<span> </span>dynamic<span> </span>world<span> </span>of<span> </span>global<span> </span>marketing.</span></p> |
| title | Global Marketing |
| url | https://doi.org/10.5281/zenodo.15803356 |