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Marketing on a global scale

10 May, 2016 - 15:53

Editor: Dr John Burnett (Daniels College of Business, University of Denver, USA)
Reviewer: Dr Asit Sarkar (University of Saskatchewan, Canada)

Learning objectives

As you read this chapter, you should develop an understanding of the following key marketing concepts:

  • the important role marketing can play in the success of an organization
  • the various kinds of marketing
  • the strategic workings of marketing components
  • understand the various bases for market segmentation
  • understand the role of marketing research
  • understand the behavior of the individual consumer in the marketplace
  • understand the primary tools available to marketers and how they are used