Mastering Global Marketing: Strategies for Worldwide Success

Summary Introduction to Global Marketing Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that ­benefit the organization and its stakeholders. A company that engages in global marketing focuses its resources on global market opportunities and threats. Successful global marketers such as Nestlé, Coca-Cola, and Honda use familiar marketing mix elements—the four Ps—to create global ­marketing programs. Marketing, R&D, manufacturing, and other activities compose a firm’s value chain; firms configure these activities to create superior customer value on a global basis. The value equation (V = B/P) expresses the relationship between value and the marketing mix. Glo