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Item Details
| Title:
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INTERNATIONAL MARKETING
STRATEGY AND MANAGEMENT |
| By: |
Colin Gilligan, Martin Hird |
| Format: |
Electronic book text |
| List price:
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£32.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1135133867 |
| ISBN 13: |
9781135133863 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
1 January, 2013 |
| Series: |
Routledge Library Editions: International Business |
| Pages: |
4 |
| 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 effectiveDiscusses the importance of communication and controlThroughout case studies are used to highlight particular issues. |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |
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