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

Book 5 of 20: Routledge Library Editions: International Business

Gilligan, Colin; Hird, Martin

 
9780415752022: International Marketing (RLE International Business): Strategy and Management (Routledge Library Editions: International Business)
Softcover
ISBN 10: 0415752027 ISBN 13: 9780415752022
Publisher: Routledge, 2014

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
2014
Language
English
ISBN 10 
0415752027
ISBN 13 
9780415752022
Binding
Paperback
Edition number
1
Number of pages
328