Lecture International marketing: Strategy and theory - Chapter 10: Product strategies: Basic decisions and product planning

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Lecture International marketing: Strategy and theory - Chapter 10: Product strategies: Basic decisions and product planning

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The purpose of this chapter is to study product in an international context. The discussion focuses on the meaning of product and the necessities of market segmentation and product positioning. Other topics include product development and services. There is also a critical look at the controversial issue of product standardization versus product adaptation, as well as the theory of international product life cycle and that theory’s marketing applications.

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Nội dung Text: Lecture International marketing: Strategy and theory - Chapter 10: Product strategies: Basic decisions and product planning

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