INTERNATIONAL MARKETING (RLE INTERNATIONAL BUSINESS) by Colin Gilligan, Martin Hird ( 9780415752022 )

Item Details

Title:

INTERNATIONAL MARKETING (RLE INTERNATIONAL BUSINESS)
STRATEGY AND MANAGEMENT

By:

Colin Gilligan, Martin Hird

Format:

Paperback

List price:

£43.99

Our price:

£39.59

Discount:

10% off

You save:

£4.40

ISBN 10:

0415752027

ISBN 13:

9780415752022

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Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

10 January, 2013

Series:

Routledge Library Editions: International Business

Pages:

Description:

A basic text for international marketing courses, introducing 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.

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.

Publication:

Imprint:

Routledge

Returns:

Returnable

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