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2022 | OriginalPaper | Buchkapitel

2. The Global Marketing Environment

verfasst von : Bodo B. Schlegelmilch

Erschienen in: Global Marketing Strategy

Verlag: Springer International Publishing

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Abstract

This chapter introduces different analytical frameworks to analyze foreign market characteristics. We discuss two approaches in depth: the CAGE framework, which looks at cultural, administrative, geographic, and economic differences between countries, and the PESTEL framework, which focuses on political, economic, social, technological, environmental, and legal aspects. Subsequently, we use the PESTEL framework to illustrate the relevance of some pertinent market characteristics in developing global marketing strategies.

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Vorheriges Kapitel Marketing Strategy: A Global Discipline

Nächstes Kapitel Selecting and Entering Global Markets

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Titel: The Global Marketing Environment
verfasst von: Bodo B. Schlegelmilch
Verlag: Springer International Publishing
Buch: Global Marketing Strategy
Print ISBN: 978-3-030-90664-1

Electronic ISBN: 978-3-030-90665-8

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-90665-8_2

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