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The Routledge Companion to International Management Education by Guy Ellis, Hamid H. Kazeroony, Denise Tsang

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10WHERE DOES INTERNATIONAL MARKETING COME FROM?

Naushadul H. Mullick

 

 

Introduction

According to the American Marketing Association (AMA):

International marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Put simply, we can say that it is an application of marketing carried out by companies across national boundaries. It starts with identifying the market and targeting the same by studying the culture as well as the market conditions, devising a product mix and taking strategic decisions based on the market conditions to compete successfully in international markets. Many ...

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