- Read this week’s course text chapters. Consider the roles marketing plays in firms and the two essential elements of a marketing strategy: a target market and a marketing mix.
- Read the Comstock, Gulati, and Liguori (2010) article.
- After reviewing the Readings, select a company that currently operates domestically in the United States or your home country.
- Consider the marketing strategies the company you selected can employ to grow its market share in the United States.
- Then, consider whether the company should use the same marketing strategy or a different one to gain market share in an international mark
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