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A summary of the book chapter 1, 2, 3, 4, 5 + power point + lectures. Of the book introduction to operations and supply chain management. For the course International Business Breda Year 1 quarter 2.

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In this chapter, we extend these fundamentals to global marketing. Although we’ve discussed global topics in each previous chapter—it’s difficult to find an area of marketing that doesn’t contain at least some international elements—here we’ll focu...

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This first chapter introduces you to the basic concepts of marketing. We start with the question: What is marketing? Simply put, marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for custom...

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