Global Marketing Today
The rapidly changing global environment provides both opportunities and threats. It’s difficult to find a marketer today that isn’t affected in some way by global developments.
A firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors.
The Global Marketing Environment
Before deciding whether to operate internationally, a company must understand the international marketing environment. That environment has changed a great deal in recent decades, creating both new opportunities and new problems.
Deciding on the Global Marketing Organization
Companies manage their international marketing activities in at least three different ways: Most companies first organize an export department, then create an international division, and finally become a global organization.