Chapter 4: Global Market Planning

 

Chapter Outline

4.0 Introduction

4.1 Measuring Market Attractiveness

4.2 Global Market Opportunity Assessment – CAGE Analysis

4.3 Global Market Opportunity Assessment – Scenario Planning and Analysis

4.4 Selecting the Countries to Enter

4.5 Global Market Segmentation

4.6 Using Demographics to Guide Global Marketing Strategy

4.7 Target Market Selection

4.8 Chapter References

4.9 Key Terms

 

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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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