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What is Understanding Global Marketing Strategies about?

This document introduces the concept of global marketing. It discusses how international trade has existed for thousands of years but global marketing emerged in the 1980s. Initially, companies tried to sell standardized products worldwide but found that most consumers preferred products customized to their local markets. Now, companies strive for global standardization in operations but localization in products, marketing, and sales. Advances in technology, trade, incomes, and tastes are requiring all comp

Author

Lala Alejandra

Language

EN