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Lynda - Marketing Foundations: International Marketing - 192458
Lynda - Marketing Foundations: International Marketing
Learn how to evaluate international markets and determine the best approaches for marketing your products and services overseas. Author Doug Ladd, an international marketing expert experienced in both emerging and established countries, first charts the rise of the global consumer and the marketer's roles in international expansions. Doug then explains how to assess foreign markets using the PESTCL framework, and introduces strategies for adapting existing products and developing new ideas for foreign markets.


Table of Contents

  • Introduction
  • 1. The Importance of International Marketing
  • 2. Strategic Considerations for Your Company
  • 3. Assessing Markets Outside Your Home Country
  • 4. Market-Development and Product-Development Decisions
  • 5. Options for Global Expansion
  • 6. Resources to Help Gather Information and Make Decisions
  • 7. Marketing-Mix Considerations
  • Conclusion
  • Lynda - Marketing Foundations: International Marketing


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