International Marketing (RLE International Business): Strategy and Management

1st Edition

Colin Gilligan, Martin Hird

Routledge
Published March 21, 2014
Reference
ISBN 9780415752022 - CAT# Y162408
Series: Routledge Library Editions: International Business

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Summary

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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