This book aims to provide a comprehensive understanding of the strategies and practices involved in marketing products and services on a global scale. It covers essential topics such as inteational market analysis, cross-cultural consumer behavior, global marketing strategies, and the management of inteational marketing operations. The content is designed to help readers navigate the complexities of global markets, considering factors such as economic, political, and cultural differences. Case studies and real-world examples are utilized to illustrate successful global marketing practices and strategies.
About the Author
Roberto Castañeda Sarabia holds a Ph.D. in Education and a Master’s in Human Development. His career spans academia and industry, with extensive experience in marketing research and higher education. Castañeda teaches market research at universities in Mérida, Yucatán, and has been a visiting professor at the Universidad Nacional de Costa Rica. His professional experience in Mexico, Peru, Brazil, and the United States, working with multinational corporations and organizations like UNICEF, brings an insightful perspective to global marketing management. Castañeda’s background in qualitative and quantitative research methodologies, combined with his inteational exposure, contributes to a well-rounded approach in marketing research. His diverse experience offers a comprehensive view of the marketing discipline, bridging theoretical concepts with practical applications in various cultural contexts.
