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The real challenge for companies remains in their ability to successfully market their products abroad. While some basic principles of marketing remain, such as consideration of price, promotion, place, and product, a whole other set of rules is introduced when speaking of international marketing. (International Marketing, 2002)
The stakes of companies entering into a global market are much higher than those that choose to stay within their country’s borders. Both opportunities and risks must be evaluated. Part of determining whether or not there exist opportunity in any given region includes gathering data...
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