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International Marketing (RLE International Business) (Strategy and Management)
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Product Details
Author:
Colin Gilligan, Martin Hird
Format:
Paperback
Pages:
4
Publisher:
Taylor & Francis (March 21, 2014)
Language:
English
ISBN-13:
9780415752022
Weight:
16.875oz
Dimensions:
6.125" x 9.1875"
File:
TAYLORFRANCIS-TayFran_260115060359554-20260115.xml
Folder:
TAYLORFRANCIS
List Price:
$65.99
Series:
Routledge Library Editions: International Business
Case Pack:
60
As low as:
$62.69
Publisher Identifier:
P-CRC
Discount Code:
H
Pub Discount:
30
Audience:
General/trade
Country of Origin:
United States
Imprint:
Routledge
Overview
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.
