International Marketing (RLE International Business) : Strategy and Management Hardback
by Colin (Emeritus Professor, University of Sheffield, UK) Gilligan, Martin Hird
Part of the Routledge Library Editions: International Business series
Hardback
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 controlThroughout case studies are used to highlight particular issues.
Information
-
Out of stock
- Format:Hardback
- Pages:324 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:27/11/2012
- Category:
- ISBN:9780415641135
Information
-
Out of stock
- Format:Hardback
- Pages:324 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:27/11/2012
- Category:
- ISBN:9780415641135
