Chapter 2: Marketing in Global Markets

2.1 Good Luck Getting into China

2.2 The International Marketing Plan

2.3 The International Marketing Environment

Section 2.1 Good Luck Getting Into China, Section 2.2 The International Marketing Plan, and Section 2.3 The International Marketing Environment are edited versions of the chapter ‘Chapter 2 Marketing in global markets’ from the textbook ‘Introducing Marketing, First Edition, 2011’ authored by John Burnett – this book was published under The Global Text Project, funded by the Jacobs Foundation, Zurich, Switzerland.

The following changes were made to the most recent edition: Divided ‘Chapter 2: Marketing in Global Markets’ into three sections; Removed Case application Unilever’s global brand at end of Chapter 2; Added learning objectives for sections 2.1, 2.2, and 2.3.