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A company must initially decide if it is beneficial to go international, and then define its international marketing policies and objectives to create an effective promotional campaign.
The Decision Whether to Market Internationally
A global industry is defined as "an industry in which the strategic positions of competitors in major geographic or national markets are fundamentally affected by their overall global positions" (Porter, 1980, p. 275). Though some U.S. businesses would prefer to eliminate foreign competition through restrictive legislation, a more effective way to compete is to continuously improve products and to contemplate marketing abroad (Kotler, 2000, p...
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