International Marketing (RLE International Business)
Strategy and Management
Business & Finance, Economics, International, Nonfiction, Reference & Language, Reference
| Author: | Colin Gilligan, Martin Hird | ISBN: | 9781135133863 |
| Publisher: | Taylor and Francis | Publication: | January 4, 2013 |
| Imprint: | Routledge | Language: | English |
| Author: | Colin Gilligan, Martin Hird |
| ISBN: | 9781135133863 |
| Publisher: | Taylor and Francis |
| Publication: | January 4, 2013 |
| Imprint: | Routledge |
| Language: | English |
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It:
- Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features.
- Examines the need to structure the whole business organisation in the right way and make international marketing effective
- Discusses the importance of communication and control
Throughout case studies are used to highlight particular issues.
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It:
- Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features.
- Examines the need to structure the whole business organisation in the right way and make international marketing effective
- Discusses the importance of communication and control
Throughout case studies are used to highlight particular issues.
