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International Marketing (Rle International Business): Strategy and Management
Contributor(s): Gilligan, Colin (Author), Hird, Martin (Author)
ISBN: 0415752027     ISBN-13: 9780415752022
Publisher: Routledge
OUR PRICE:   $56.04  
Product Type: Paperback - Other Formats
Published: March 2014
Qty:
Temporarily out of stock - Will ship within 2 to 5 weeks
Additional Information
BISAC Categories:
- Reference
- Business & Economics | International - General
- Business & Economics | Marketing - Multilevel
Dewey: 658.84
Series: Routledge Library Editions: International Business
Physical Information: 0.8" H x 6.1" W x 9" (1.01 lbs)
 
Descriptions, Reviews, Etc.
Publisher Description:

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.