Global Marketing
Abstract
This chapter focuses on issues related to the interaction between culture and marketing. It describes successful companies that have learned to adapt their products to suit local tastes as well as the concept of globalization and how it has shaped marketing. The reader will learn the different modes of entry into a foreign economy in addition to the international marketing program. Material on marketing to the Customer at Bottom of the Pyramid has been added, including examples of Danone and Nestle, which showcase how important it is to adapt services to fit local needs.
Fields of Study & Subjects
International Business and FDI
Innovation and Socioeconomic Development
Marketing and Advertising Strategies
Publication details
- Journal / source
- Marketing
- Pages
- 230–251
- Publication date
- 16 January 2026
- Language
- EN
- Document type
- Book chapter