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Global Marketing: opportunity or challenge?

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In the current economic scenario

 

Internationalization or globalization of companies is often necessary to maintain competitiveness and enable desired growth.

Entering new markets is a big challenge and there are many factors to consider when planning such an important step: thinking about product/service adaptation, operations, human resources and, of course, marketing.

This is the last one we are going to focus on. It is important for companies to be aware of the role that marketing will play in an internationalization process. Let’s start from the beginning:

What is International (or Global) Marketing?
I like this description:

“International marketing is the set of strategies dating data aimed at the internationalization of the company’s products or services. Rather than replicating local stocks, it means adapting planning, production, dissemination and promotion to foreign markets, with the aim of expanding the business worldwide.”

Thinking about marketing on a global scale is not just synonymous with replicating strategies. Although there are synergies and they must be taken advantage of, as we will see later.

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