This unit introduces students to the basic theory and application of international marketing. The aim of this unit is to present the significance and need of international marketing for businesses and organisations. The unit covers theories and business practices adopted by commercial organisations for their international marketing. This unit presents the goals and objectives of companies planning for international marketing and different elements involved in the process including environmental (social, economic, cultural, legal and political) factors, new country entry strategies, competition, adaption and globalisation.

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