11.0 Introduction
Learning Objectives
After reading this section, students should be able to:
- Explain how the marketing plan is used to track progress, evaluate impact, and adjust course where needed.
- Explain why and how to update the marketing plan.
- Outline the decision sequence in international marketing.
- Explain how the marketing mix elements are integrated in the international marketing plan.
- Explain how the basic principles of marketing apply to global marketing.
