1 International Marketing Strategy Strategy is a firm's theory about how to compete successfully. It represents the cumulative direction of the organization, given the internal and external factors. An International Marketing Strategy has to ensure that the firm's overall business strategy is supported. You can divide three forms of business strategies: -differentiation -cost leadership -focus The differentiation strategy requires special features to differentiate from competitors from the customer's point of view. These features may affect the …showed first 75 words of 7151 total…

…showed last 75 words of 7151 total…Dichtl, E., Hörschgen, H.: Marketing; Berlin 1991 Pepels, W.: Lexikon des Marketing; München 1996 Poth, L. G., Poth, G. S.: Kompakt-Lexikon Marketing, Neuss 2003 Schierenbeck, H.: Grundzüge der Betriebswirtschaftslehre - 15.überarbeitete und erweiterte Auflage; - München; Wien;Oldenburg 2000 Schneck, O.: Lexikon der Betriebswirtschaft - 3500 grundlegende Begriffe für Studium und Beruf; München 2005