The Mirage Of Global Markets

Arnold, David
January 2003
Mirage Of Global Markets - Business Book Summaries;2003, Vol. 20 Issue 24, p1
Book Summary
Book Summary
"The Mirage of Global Markets," the product of the research, teaching, and publishing associated with the MBA International Marketing Management course at Harvard Business School, is a set of essays addressing the critical challenges facing product managers, marketers, strategists, and senior executives, attempting to reap the benefits of a global network. The context in which these essays are framed forms itself around the author's view of two essential aspects of the global arena: First, is the idea that companies tend to treat the international market as though it were an extension of their current business and a source of incremental revenues for existing products/services. Accordingly, they generally view international markets as opportunities to increase existing sales, thus, they adopt a "sales push," rather than a market-driven, approach, and disappointing performance ensues, more often than not. Because of the innovations of information technology, they are, in fact, fragmenting into thousands of intensely local markets. The Mirage of Global Markets places the issues of planning, market entry, product, mix, branding and promotion, distribution, customer management, international pricing, organization, and more into a general framework that addresses these problems by demonstrating that marketing fundamentals always apply, especially in the current international arena of fragmenting markets and increasingly less concentrated industries.


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