Theoretical and Practical Perspectives
CHAPTER TWO The International Marketing Mix
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The International Marketing Mix
The primary focus of this text is international advertising. However, because an advertising campaign is part of an overall marketing strategy and must be coordinated with other marketing activities, the role of the other marketing mix elements will be reviewed. Companies operating in one or more foreign markets must decide whether to adapt their marketing mix to local conditions, and if so, to what degree. The concept of a marketing mix, popularized by Jerome McCarthy, includes the following four P’s:
▪ Product: includes a product’s design and development, as well as branding and packaging;
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