Global business sustainable strategies vary from country to country as consumer preferences, competition, distribution channels, sustainability challenges (environmental, economic and social) and communication media differ. Organisations must therefore understand and respond to the dynamics of the international marketplace to ensure long term success. This unit introduces key concepts, theories and models that help create customer value through sustainable products and services in the international setting. The key objective is to create an understanding of how strategies driven by sustainability practices can help to increase productivity, ascend growth trajectory, and create long-term value in an increasingly complex world.The unit will provide future managers with the critical abilities for developing, evaluating and implementing marketing strategy at the corporate, regional, local, and global levels with significant consideration to environmental degradation, a decline of natural systems and resources along with community, national and global social inequalities.
PRESCRIBED TEXT - GLOBAL MARKETING GLOBAL EDITION