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.
This book title, International Marketing (RLE International Business) (Strategy and Management), ISBN: 9780415752022, by Colin Gilligan, Martin Hird, published by Taylor & Francis (March 21, 2014) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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