Customer-based brand equity has multiple conceptualizations, but all view brand equity as _____________________________. a. the value of the brand as determined by consulting firms such as Interbrand b. the value of the brand as the differential effect in response to marketing of the brand c. the value of the brand reflected on a firm’s balance sheet

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Global Marketing

Global marketing is defined as the process of promoting a product and making it available beyond its country of origin. Hence, it can also be referred to as international marketing. When a product reaches a consumer beyond domestic boundaries, it is called global marketing. Global marketing is a sub-part of marketing. It is not just limited to selling the product worldwide; but also involves proper planning, procurement of materials, manufacturing of a product, placing, and promotion for the product, and introducing it in the domestic and the international markets. Global marketing is not only important for the success of a business but also helpful in the retention of a large consumer base. Various business organizations or companies have failed due to the shortcoming of proper marketing techniques.