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Chapter Objectives
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International marketing planning

After studying this chapter you should be able to:



  • Recognise the contribution that a marketing planning process can make to organisiational success
  • Appreciate the different types of international marketing plans
  • Plan for inital foreign market entry and subseqent expansion
  • Understand the main steps in a typical planning process
  • Produce international marketing plans for a product, brand, segement or organisiation





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