Journal of Global Marketing · 2009 · 340 citations · 0 references
BusinessMarketingMarketing ManagementInternational MarketingMarketing StrategyStrategic MarketingGlobal Market AnalysisInternational Marketing StrategyMarketing PlanningGlobal Market DevelopmentGlobal Market PositioningGlobal Marketplace MarketingGlobal Sales StrategyMarketplace ContextMultinational Marketing Strategy
The greatest challenge of writing a textbook on global marketing is to decide from where to start. We live in a continuously evolving and highly complex marketplace. A strategy that is applicable f...