Lecture International marketing (16th edition) - Chapter 1: The scope and challenge of international marketing
Lecture International marketing (16th edition) - Chapter 1: The scope and challenge of international marketing
The main goals of this chapter are to: The benefits of international markets, the changing face of U.S. business, the scope of the international marketing task, the importance of the self-reference criterion (SRC) in international marketing, the increasing importance of global awareness, the progression of becoming a global marketer.