Page 3 - GLOBAL STRATEGIC MARKETING

Preface

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In the first decade of the 21 millennium the world witnessed an explosion of
products, customer segments, media conduits, and distribution channels which
resulted in marketing and in particular international marketing, becoming more

complex, more costly, and more strategically demanding than ever before.

The result of this proliferation of brands, channels of communication and distribution
has led companies to strive to redefine and improve their marketing efforts.

Historically international marketing has drawn heavily on the tools and techniques

normally associated with strategic management. In recognition of this the following
will construct a body of work tapping into the best in both marketing and strategy to
help illuminate the mechanism of the Strategic Global Market. To aid this, case
studies will be used to highlight the marriage of this theory and practice.

In particular a spinal case study has been incorporated to help
draw theory and practice together thereby illuminating the

tools, techniques and applications that can be applied to the
emerging international market. In addition, supplementary
cases are used to explore specific situations and actions faced

by organisations operating in the international market.

Tools of analysis are called on throughout the book to provide
a means by which clarity can be achieved when understanding of theory is sought.
In this sense, with the use of case studies, theory can be examined in a live situation
and applied in solution generation.

This book is predicated on the basis of the marriage of marketing and strategy. In essence the
process whereby marketing uses and builds upon the tools of analysis normally associated with
strategic management.

The driving force for this book is the underpinning obtained through the use of diagnostic tools
such as pest, swot, value chain and as a starting point Osterwalder business model canvas.

Evidence of the new proliferation lies all around us. Consider the growing

fragmentation of customer segments. Modern society is at once more multicultural,