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Services Marketing, 2nd Edition by K. Mohana Rao

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22

International Marketing of Services

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the importance of international marketing

  • Understand the international marketing environment

  • Understand the market entry strategies

  • Understand the trade barriers

  • Understand the international marketing programme

Calpana Communications Ltd has been in the business of creative advertising of financial services for the last 15 years in India. During its initial days, it could attract the big brands in India, which enabled it to make a mark for itself in the market. The business has been growing steadily for the last five years—from a single office to branches in all the four metros. The management now plans to expand into the ...

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