Colin Gilligan, Martin Hird

International Marketing (RLE International Business) (eBook, PDF)

Strategy and Management

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 332
• Erscheinungstermin: 4. Januar 2013
• Englisch
• ISBN-13: 9781135133870
• Artikelnr.: 38266627

Autorenporträt

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