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Lecture International marketing - Chapter 1: The scope and challenge of international marketing

What you should learn from chapter 1: 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. The Scope and Challenge of International Marketing Chapter 1 McGraw­Hill/Irwin Copyright © 2013 by The McGraw­Hill Companies, Inc. All rights reserved. Learning Obje

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The Scope and Challenge of International Marketing Chapter 1 McGraw­Hill/Irwin Copyright © 2013 by The McGraw­Hill Companies, Inc. All rights reserved. Learning Objectives LO1 The benefits of international markets LO2 The changing face of U.S. business LO3 The scope of the international marketing task LO4 The importance of the self-reference criterion (SRC) in international marketing LO5 The increasing importance of global awareness LO6 The progression of becoming a global 1­2 Global Commerce Causes Peace • Global commerce thrives during peacetime • Economic boom in North America in the late 1990s largely due to the end of the cold war 1­3 The Internationalization of U.S. Businesses 1­4 1­5 ... - tailieumienphi.vn
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