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International Marketing (RLE International Business): Strategy and Management
Author(s): Colin Gilligan (Author), Martin Hird (Author)
- Publisher: Routledge
- Publication Date: March 21 2014
- Edition: 1st
- Language: English
- Print length: 4 pages
- ISBN-10: 0415752027
- ISBN-13: 9780415752022
Book 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 effectiveDiscusses the importance of communication and controlThroughout case studies are used to highlight particular issues.
Editorial Reviews
About the Author
Colin Gilligan (Emeritus Professor, University of Sheffield, UK) (Author) , Martin Hird (Author)
