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International Marketing (RLE International Business)

Strategy and Management

Colin Gilligan author Martin Hird author

Format:Hardback

Publisher:Taylor & Francis Ltd

Published:27th Nov '12

Currently unavailable, and unfortunately no date known when it will be back

This hardback is available in another edition too:

International Marketing (RLE International Business) cover

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.

ISBN: 9780415641135

Dimensions: unknown

Weight: 453g

324 pages