This year many marketers are exploring the possibilities and potential posed by global marketing. As they evaluate the benefits and pitfalls of taking their brands to foreign markets, they must
examine their motives and ask themselves why they need to globalize their message and reach. This article offers five points to remember and explore when embarking on a global marketing endeavor.
They include the need to prepare for growth beyond North Atlantic borders, the importance of reinforcing your brand in international markets and the wisdom of balancing your business portfolio among
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