International Marketing

Paper Summary:

This paper focuses on how foreign marketers should learn to appreciate the intricacies of cultures different from their own. The writer explains how this is important so that the marketers may be effective in foreign markets. This article discusses the nature of the cultural environment of international marketing. This paper examines the implications for international marketing activities.

From the Paper:

"The marketing function will face a number of new and dynamic challenges. One of the defining qualities of a marketer is that he or she must be sensitive to cultural differences in new markets, in order to be successful. A marketing manager must be able to understand both consumer preferences and also to understand how to develop the appropriate tools and techniques to successfully promote their company's products and services to customers in different countries or representing different cultures. Marketers will need to develop better ..."

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