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Discuss the breadth and scope of international marketing research. Why is international marketing research generally broader in scope than domestic marketing research? What is the

Discuss the breadth and scope of international marketing research. Why is international marketing research generally broader in scope than domestic marketing research? What is the task of the international market researcher? How is it complicated by the foreign environment?

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International marketing

Authors: Philip R. Cateora, Mary C. Gilly, John L. Graham

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