Buy custom Challeges facing International Marketers in this millennium
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| Topic: |
Business
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| Number of pages / Number of words: |
12 / 3242 |
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International marketing strategy must encompass not only the outward manifestations of the marketing mix, but more broadly the factors within the firm and its environment that shape marketing strategy. Marketing strategy does not exist in isolation but is highly interdependent with strategies relative to sourcing raw materials and components, as well as licensing technology and acquiring other skills (Douglas and Craig 1986)...
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Marketing strategy is also conditioned by the complexity of establishing and coordinating production, distributing products and linking point-of-sale to production across multiple countries. In developing its marketing strategy, the firm must consider how far key aspects are both contingent upon and integrated with other functions or activities of the firm...
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General points of the essay
A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.
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