Chapter 18: Responsible marketing in a global environment
Healthy long-term growth for a brand requires holistic marketers to engage in a host of carefully
planned, interconnected marketing activities and satisfy a broad set of objectives, especially if
they seek growth outside domestic markets.
In a global industry, competitors’ strategic positions in major geographic or national markets
are affected by their overall global positions.
Global firm = operates in more than one country and captures R&D, production, logistical,
marketing and financial advantages not available to purely domestic competitors.
Services represent the fastest growing sector of the global economy and account for two thrids of
globl employment and nearly 20% of global trade.
Healthy long-term growth for a brand requires holistic marketers to engage in a host of carefully
planned, interconnected marketing activities and satisfy a broad set of objectives, especially if
they seek growth outside domestic markets.
In a global industry, competitors’ strategic positions in major geographic or national markets
are affected by their overall global positions.
Global firm = operates in more than one country and captures R&D, production, logistical,
marketing and financial advantages not available to purely domestic competitors.
Services represent the fastest growing sector of the global economy and account for two thrids of
globl employment and nearly 20% of global trade.
