ESCP Europe

This book introduces the fundamentals of global marketing and utilizes a three-pronged framework to organize the discussion of how to conduct global business : foreign entry, local marketing, global management. The author seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective.