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What is Product Policy in International Marketing about?

Chapter Four discusses the importance of product policy decisions in international marketing, emphasizing the need for careful analysis between product standardization and adaptation to meet diverse market needs. It outlines various strategies for product marketing, including dual extension and product invention, while also addressing branding decisions and the significance of packaging and after-sales service. The chapter concludes that flexibility in product strategy is essential for success in global mar

Author

Haile

Language

EN