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International Marketing (RLE International Business): Strategy and Management (Routledge Library Editions: International Business) - Hardcover

Book 5 of 20: Routledge Library Editions: International Business

Gilligan, Colin; Hird, Martin

 
9780415641135: International Marketing (RLE International Business): Strategy and Management (Routledge Library Editions: International Business)
Hardcover
ISBN 10: 0415641136 ISBN 13: 9780415641135
Publisher: Routledge, 2012

Synopsis

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.

"synopsis" may belong to another edition of this title.

About the Author

Colin Gilligan (Emeritus Professor, University of Sheffield, UK) (Author) , Martin Hird (Author)

"About this title" may belong to another edition of this title.

Publisher
Routledge
Publication date
2012
Language
English
ISBN 10 
0415641136
ISBN 13 
9780415641135
Binding
Hardcover
Edition number
1
Number of pages
324