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: | 9780415752022 |
| Publication date: | 21st March 2014 |
| Author: | Colin (Emeritus Professor, University of Sheffield, UK) Gilligan, Martin Hird |
| Publisher: | Routledge an imprint of Taylor & Francis Ltd |
| Format: | Paperback |
| Pagination: | 4 pages |
| Series: | Routledge Library Editions: International Business |
| Genres: |
Economics International business |