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Book chapter
Reference no. 2653BC
Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
17 pages


Rather than adapting products to access a global market, firms should adapt the marketing mix instead, offering global product platforms with varying promotions budgets. Another key element in global marketing is the distribution network; though dealing through a trading company is the simplest solution, the chapter discusses other options. Firms need to determine where to make decisions regarding pricing, product design, distributions, and promotion. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Distribution planning; Globalization; Marketing; Marketing mixes; Pricing strategy; Product design

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