APT Initiatives
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Established in 1999

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Adaptation (or localisation)

Where a business entering a foreign market adapts the marketing mix to suit local needs. It is based on the fact that Òabroad is differentÓ and, therefore, the product offering and / or the marketing mix needs to be adapted, not just in terms of the rest of the world as a whole, but for each and every country in which the firm seeks to sell.

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