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Chapter14 International marketing plan

Chapter14 International marketing plan - Chapter 14...

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Chapter 14 International marketing plan
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International business plan Marketing strategy International marketing plan Marketing planning manual Contents
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The focus question What content and structure does an international marketing plan need to have, and how does it need to be integrated into an international business plan to fulfill its purpose?
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International business plan Marketing strategy International marketing plan Marketing planning manual Contents
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International business plan The business plan of a company presents: Mission and philosophy driving the firm A complete analysis of the business Objectives Markets in which the company operates Competition against which it must establish or sustain its strategic position Problems that must be overcome in order for the objectives to be reached
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Hierarchical levels of business plan development Hierarchical levels of business plan development Marketing’s contribution to the business plan
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Hierarchical levels of business plan development Marketing plan Marketing strategy Business unit strategy Core strategy Corporate policy
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