The Scope and Challenge of International Marketing. . Chapter 01. Modular: Afjal Hossain Assistant Professor, Department of Marketing PSTU. McGraw-Hill/Irwin International Marketing, 13/e. Global Perspective: Global Commerce Causes Peace. Global commerce during peace time
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Assistant Professor, Department of Marketing
McGraw-Hill/Irwin International Marketing, 13/e
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.
Ethnocentrism is the notion that one’s own culture or company knows best how to do things.
Approaches to global awareness: