International Marketing Strategies

Author: Anthony | Subject: Marketing

International Marketing Strategies image
Article excerpt: Following the continuing growth of globalisation, it is not surprising to find that most businesses are seeking to increase their operational presence in a number of diverse foreign markets.  The success of such cross-border activity is highly dependent upon the firm adopting an appropriate choice of marketing strategy for the foreign market being considered. However, over recent decades a number of contrasting views have developed surrounding this issue and the benefits and disadvantages of the approaches need to be carefully considered by any firm embarking upon international expansion.