The establishment of an adequate marketing strategy plays a highly significant part in the overall expansion strategy used in an international expansion. The marketing strategy plays a pivotal role in the fact that an inadequate marketing strategy can render all the expansion efforts useless.
The marketing strategy begins while the expansion is still taking place and continues to gain momentum throughout the process of international expansion (Stone and McCall 2004). Once the expanded business is ready to function, the marketing strategy tends to decelerate with time until it functions at a steady pace. The marketing strategy introduces the target market to the expanded business and is the first learned perception that the target market acquires about the new business. The establishment of an adequate marketing strategy can be highly complicated since there are numerous barriers that need to be considered when doing so.
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