International Marketing: Trends, Market Structure, and Strategic Challenges

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Added on 2022/11/24

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This document discusses the concept of international marketing and its various types. It explores the trends in the environment and market, market structure for the sector, and the basis of current competitive advantage. The document also highlights the strategic marketing challenges faced by companies in the international market and provides recommendations and implementation actions for building a competitive advantage. The case study of Unilever, a global company, is used to illustrate these concepts.

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International Marketing: Trends, Market Structure, and Strategic Challenges

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