ENGLISH

International Marketing (RLE International Business) : Strategy and Management

By Colin Gilligan; Martin Hird

Book information

Publisher
Taylor & Francis Group
Year
2012
ISBN
9781135133870, 9780415641135
LCC
HF1009.5 .G55 2013
Language
english
Format
EPUB
Filesize
4 MB (4530156 bytes)
Series
Routledge Library Editions: International Business Ser.
Pages
329\0
Time added
2023-08-04 05:50:07
Export marketing. ; Export marketing -- Case studi

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 control Throughout case studies are used to highlight particular issues.

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