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International and Strategic Marketing - Book Report/Review Example

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International and Strategic Marketing

ective decision-making in daily operations and makes it possible for every firm to preserve its profitability and competitiveness in a highly turbulent global market environment. However, the relevance and objectivity of marketing information largely depends on how well organizations can craft their international marketing strategies and account for the differences between countries. The more open and welcoming foreign countries become to products and services from all over the world the more urgent is the need for the companies to explore the marketing implications of numerous diverse countries and territories. Culture, religion and language, economic differences and target groups differences influence the quality and effectiveness of the international marketing research: the example of differences between the United States and the United Arab Emirates sheds the light on how international marketing research can work in globalized business conditions.
That international marketing research is changing under the pressure of globalization and rapid integration of markets is hard to deny. Since the middle of the 1960s, numerous companies sought to enter international markets and to establish themselves in the areas that had been inaccessible to them before. The slow pace of business growth in domestic markets led firms to believe that international market and product positioning would give them a form of competitive advantage over domestic firms; as a result, they tried to define what markets were worth being entered and what they had to do to adapt to the new conditions of international business activity (Douglas & Craig 1989). Today, the integration of international markets into a complex system of global business relationships goes in line with the growing diversity of product and service attitudes. The removal of barriers under the influence of globalization and increased consumer mobility require that companies can successfully integrate various marketing ...Show more


Thousands of organizations seek to use the opening globalization opportunities and to expand their business frontiers – here, international marketing research turns into the key to…
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