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Title: Marketing Scope in the Development of an International Marketing Program
Authors: Chitakornkijsil, Pranee 
Issue Date: 2008
Publisher: Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Source: Pranee Chitakornkijsil (2008) Marketing Scope in the Development of an International Marketing Program. University of the Thai Chamber of Commerce Journal Vol.28 No.4.
Journal: University of the Thai Chamber of Commerce Journal 
Abstract: Growth companies must be interested in managerial competency and applied strategiesin global marketing. The companies should reorganize organizational structure relatedto great marketing groups. International managing strategies are different dependingon the size, scope and nature of market expansion, organizational structure, cultureand managerial aspects. Moreover, they must apply financial marketing strategiesas managerial tools for evaluation and development. In this regard, they shouldprepare information for analyzing the cost of international market expansion, as wellas having a research and development plan. Criteria for measuring and evaluating areagreed upon by both the manager and subordinates. The aim of the evaluation andcontrol is to set the marketing scope and develop a marketing program. Analyzing thecost of international marketing plan is likely to work best for a company. A disadvantageof this approach is that when the organization and environment changes, sometimecorrection operations lead to changes in objectives. Operating conditions, evaluating,and leadership training are important for managerial standard adjustments. In addition,they can help the organization decide which work should be self operated or alternativelydelegated to joint-venture management. International marketing operations involveplanning and coordinating of all activities to accomplish the marketing mix program.
ISSN: 0125-2437
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:JEO: Journal Articles

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