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PhilipKotler Sofia Lecture 11-14-07

PhilipKotler Sofia Lecture 11-14-07

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Published by: kvartiranti on May 23, 2012
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11/19/2012

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Marketing for Results: 
 
Global Marketlace
Philip Kotler, Ph.DKellogg School ofManagement
BGBusiness Ltd.
,
November 14, 2007 
 
Two Challenges Facing
 
Your Company
 
1.Will your company be able to defend your market against theinvasion of foreign global brands?2.Can your company develop strong local, national, regional or globalbrands?
 
Can Your Company
 
Defend the Domestic Market?
Foreign competitors will not only go after the high end market. They willtarget the middle and eventually the low end.The main defense for your company will be developing stronger skills ininnovation, differentiation, branding, and service. In a word, MARKETING!The issue is that your company is cutting its expenses when it should bestrengthening its marketing and sales resources.

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