Global Marketing by Gilbert Munemo for Strategic Approaches

This paper examines the significance of global marketing for Zimbabwean enterprises navigating a complex economic landscape characterized by sanctions, currency volatility, and infrastructural limitations. It emphasizes that successful global marketing requires understanding cultural differences, customizing the marketing mix, and leveraging digital platforms for cross-border engagement. Despite the challenges, Zimbabwean companies like Tanganda and Haus of Stone have utilized sustainability, cultural alignment, and digital innovations to penetrate regional and international markets. The study underscores the importance of institutional capacity building, infrastructure development, and regulatory reforms to enhance digital competitiveness and foster global trade. It advocates for a multi-stakeholder approach involving government, private sector, and educational institutions to strengthen Zimbabwe’s position in the global economy through strategic marketing.