Page 52 - GLOBAL STRATEGIC MARKETING

1 Introduction to Strategic Global Marketing

Learning Outcomes

By the end of this chapter you should be able to:

• Identify the steps in the international marketing process

• Understand the complexities of the international marketing
environment:

• 1. The Distinction between Domestic and Global Marketing

• 2. The scope of the Global marketing task

• 3. The increasing importance of global awareness

• 4. The progression of becoming a global marketer

• 5. Major Concerns of International Marketers

The Spinal Case Study: Drambuie – A Strategy of Rejuvenation