Core Concepts of Marketing by John Burnett - HTML preview
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Introduction
Marketer' s Vocabulary
182
Defining International Marketing
Discussion Questions
127
183
Standardization and Customization
Project
183
128
Reason s for Entering International Markets
Case Application: Hershey Chocolate Milk
183
129
Reasons to Avoi d International Markets
References
130
184
The Stages of Going International
130