Chapter 1: Introduction to Global Marketing

Chapter Outline

1.0 Introduction

1.1 Defining Global Marketing

1.2 The Global Value Chain

1.3 The Motivation for Global Marketing

1.4 Stages in Global Marketing

1.5 Challenges of Global Marketing

1.6 The Globalization Debate

1.7 Standardization and Customization

1.8 Chapter References

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Global Marketing In a Digital World Copyright © 2022 by Lina Manuel is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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