Abstract

Abstract

key topic area: * Evolution of Global Marketing (EPRG framework); ?Born Globals? * Marketing Communication in international marketing; role of culture * Emerging markets; rural consumers, BOP paradigm, Universal Positioning Strategy, International Market Selection (segmentation/screening). Branding strategies in global markets; Local Brands. * International marketing * Marketing activity transcending national boundaries; export of products (direct and indirect) * Multi-domestic marketing


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