Comprehensive guide to international marketing decisions, market entry modes, global branding strategies, cultural dimensions, product adaptation, pricing strategies, and organizational structures for global markets.
Critical analysis of social criticisms of marketing, consumerism, environmentalism, enlightened marketing concepts, societal marketing, and marketing ethics with policy frameworks and best practices.
Comprehensive study of organizational buying behavior, business market characteristics, buying center roles, procurement process, e-procurement, and buyer-supplier relationships in B2B context.
Advanced concepts in brand positioning including competitive frame of reference, points of parity and difference, category membership, differentiation strategies with café and toothpaste brand examples.
