Chapter 2 provides an overview of the challenges, complexities, and strategies involved in managing marketing within a global context. The source explores how marketing managers must navigate a multitude of internal and external factors, including organizational context, individual personalities, and the impact of technology. It also examines the importance of building relationships with key partners and developing innovative marketing techniques. The Chapter then dives into the complexities of managing marketing in an increasingly globalized world, highlighting the challenges of adapting strategies to different cultural and economic environments. Finally, the source focuses on the specific considerations for developing markets, offering insights into the unique challenges and opportunities that arise in these contexts.

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