Chapter 1
Introduction to Global Marketing

§ What is Global Marketing?
Global Marketing is the process of focusing the resources and objectives of a company on global marketing opportunities. It means widening the business horizons to encompass the world when scanning for opportunity and threat. This decision to entering new markets depends strongly on the company's resources, managerial mindset and the nature of opportunity and threat, which not every company is able to.

In the 1990s, the concept of the 4p's was outdated and there was a shift of the focus from the customer to the customer in the external environment. Then, the means of strategic Management for the integration of Marketing with other Management functions came up ad shifted the focus towards the strategic partnerships and the new positioning between vendors & customers with the purpose of creating value for the customer.

§ The 3 Principles of Marketing
The essence of Marketing can be summarized in 3......

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Title: Chapter 1 Summary: Warren J. Keegan: Global Marketing Management, 7th Edition
Approximate Word Count: 890
Approximate Pages: 4 (250 words per double-spaced page)

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