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:
- Paperback£43.99(9780415752022)
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