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Case
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Reference no. 585-036-1
Subject category: Marketing
Authors: James E Lynch (University of Bradford)
Published in: 1985

Abstract

This case outlines the recent export activities of a medium sized UK chemical company. The case aims to illustrate that the marketing concept and marketing orientation need exactly the same priorities in export markets as in domestic markets. The case illustrates the role of export marketing strategy and its interrelationship with organisational structure. The case also covers practical problems in export marketing.
Location:
Industry:
Size:
Medium
Other setting(s):
1970s

About

Abstract

This case outlines the recent export activities of a medium sized UK chemical company. The case aims to illustrate that the marketing concept and marketing orientation need exactly the same priorities in export markets as in domestic markets. The case illustrates the role of export marketing strategy and its interrelationship with organisational structure. The case also covers practical problems in export marketing.

Settings

Location:
Industry:
Size:
Medium
Other setting(s):
1970s

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