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| Tekijä: | Mesdag, M. van |
| Otsikko: | Covering the uncommon market. |
| Lehti: | Management Today
1989 : NOV, p. 151-152 |
| Asiasana: | INTERNATIONAL MARKETING MARKETING STRATEGY CULTURE SINGLE MARKET |
| Kieli: | eng |
| Tiivistelmä: | Finding an effective strategy for taking a product into a foreign market is not a matter of duplicating a successful domestic formula. It requires careful research and planning as well as significant resources, and management time and effort. Despite harmonization, this will remain the case in Europe for the foreseeable future. Understanding both the language and the culture are key to international marketing. What is needed are managers who are at home in the target country, who can translate what is happening there into terms the bosses at head office can grasp. The principles of marketing activities abroad as well as the alternative strategies for taking a product abroad are discussed. |
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