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  3. Universiteit Van Amsterdam (UvA)
  4.  
  5. 6012B0420Y

Summary

Complete summary for Marketing
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  • Course
  • 6012B0420Y
  • Institution
  • Universiteit Van Amsterdam (UvA)
  • Book
  • A Framework for Marketing Management, Global Edition

Covering the whole course material (Chapters 1-18), this detailed summary will help you understand Marketing and prepare you for both the midterm and the endterm exams. It also includes relevant illustrations to help you visualize the contents.

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Document information

  • No
  • 1-18
  • November 13, 2022
  • 4
  • 2022/2023
  • Summary

Subjects

  • marketing
  • marketing management
  • marketing summary
  • uva
  • uva

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  • Universiteit van Amsterdam (UvA)
  • Business Administration
  • 6012B0420Y
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Chapter 18: Responsible marketing in a global environment

Healthy long-term growth for a brand requires holistic marketers to engage in a host of carefully
planned, interconnected marketing activities and satisfy a broad set of objectives, especially if
they seek growth outside domestic markets.

In a global industry, competitors’ strategic positions in major geographic or national markets
are affected by their overall global positions.

Global firm = operates in more than one country and captures R&D, production, logistical,
marketing and financial advantages not available to purely domestic competitors.

Services represent the fastest growing sector of the global economy and account for two thrids of
globl employment and nearly 20% of global trade.

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