Marketing: A Global Discipline

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: WU Vienna

Chapter 1 in Global Marketing Strategy, 2016, pp 1-19 from Springer

Abstract: Abstract This introductory chapter makes the point that managers cannot afford to think in functional silos and that marketing and strategy always go together. It maps out the field by explaining the key terms: marketing, strategy and global. Next, it looks at different corporate paths and rationales for becoming a global company. This is followed by a short discussion of the contravening forces central to global marketing strategy, namely integration and coordination on the one hand, and local responsiveness on the other hand.

Keywords: Local Responsiveness; Multinational Company; Global Integration; Product Diversification; Marketing Department (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-26279-6_1

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DOI: 10.1007/978-3-319-26279-6_1

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