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uccessful marketing is about sticking to fundamentals but that doesn't mean that all marketing is the same. Indeed, different marketing scenarios call for different tactics and different angles on analysis. Knowing where these differences lies can mean the difference between success and failure. To answer the question if international and domestic marketing operate in the same manner, I could say that international marketing should be recognized as a separate discipline or subject because of the marked differences in the environment one encounters when international marketing problems are taken up. Marketing activities must be tailored to fit the widely differing characteristics of foreign markets. There are three dimensions of international marketing which differentiate it from domestic marketing. First international operations are usually characterized by greater uncertainty than are domestic operations.
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