International Marketing (RLE International Business)
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€56.99
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:
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- Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features.
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- Examines the need to structure the whole business organisation in the right way and make international marketing effective
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- Discusses the importance of communication and control
Throughout case studies are used to highlight particular issues.
Colin Gilligan (Emeritus Professor, University of Sheffield, UK) (Author) , Martin Hird (Author)