Chapter Objectives
(See related pages)
Core strategy dimensions in international marekting After studying this chapter you should be able to:
Distinguish between the concepts of international and global marketing strategyUnderstand the process of segmentation, targeting and positioningEvaluate different approaches to segmentation withing and across countriesCompare the strategies available to firms competing in less-developed and emerging markets with those used in developed marketsApply the concept of the military metaphor to marketing strategy |
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