Challenges within International Marketing

Paper Summary:

This paper examines the challenges that are faced by international marketing managers and the need for cultural sensitivity. The paper explains about targeting specific markets, a marketing mix and globalization.

From the Paper:

"International Marketing Challenges. The international marketing function will face a number of new and dynamic challenges in the 21st century One of the defining qualities of a 21st century international marketing manager is that he or she must be sensitive to cultural differences in each market the company they represents sells into in order to be successful. An effective marketing manager will understand different tastes and lifestyles as well as different cultural norms and will incorporate all of this information into the marketing program."

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