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BUS457 - International Marketing

This seminar covers the substantive differences between domestic and international marketing concepts and strategies with particular emphasis on organizational philosophies, international segmentation, and the influence of culture on the development of the marketing plan. Critical issues dealing with standardization versus adaptation strategies, counterfeiting and the protection of industrial property, distribution alliances, and export marketing are discussed, as is the conducting of international market research.

Prerequisites: BUS 307 and ECN 101 and 102

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