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Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 4: Analyzing political and legal environments

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Chapter 4 - Analyzing political and legal environments. Common and civil law countries account for about 30 percent of the world’s gross national product. Global marketers must be aware of the problems centering on marketing issues such as the “4Ps”, product, place, price and promotion. Intellectual property is an integral part of international trade, and its importance is increasing as the effective use of knowledge contributes ever more to national and international economic prosperity. |

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