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A Global Impression. (Cover Story).(direct marketing companies expand into foreign markets to improve sales; new marketing strategies needed)(Cover Story)
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Target Marketing
- Article date:
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December 1, 2001
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Copyright informationCOPYRIGHT 2001 North American Publishing Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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COMPANIES GROW their businesses by expanding into international markets for one of two reasons--either to boost sales or increase profits. Which reason governs their approach. For example, a mature business experiencing flat profits and sales may enter into a licensing agreement with a company outside its domestic market to raise profits. A company with little or no room for expansion or growth in its domestic market can boost sales with a solo venture operated from either the United States or an overseas operation. Or, a company looking to increase its long-term sales can can acquire or merge with a local company in its target market. This was the strategy chosen by 4imprint, ...
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