International Marketing (RLE International Business): Strategy and Management - Routledge Library Editions: International Business - Gilligan, Colin (Emeritus Professor, University of Sheffield, UK) - Books - Taylor & Francis Ltd - 9780415641135 - November 27, 2012
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Gilligan, Colin (Emeritus Professor, University of Sheffield, UK)
International Marketing (RLE International Business): Strategy and Management - Routledge Library Editions: International Business 1st edition

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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.

4 pages

Media Books     Hardcover Book   (Book with hard spine and cover)
Released November 27, 2012
ISBN13 9780415641135
Publishers Taylor & Francis Ltd
Pages 324
Dimensions 150 × 220 × 20 mm   ·   770 g
Language English  

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