INTERNATIONAL MARKETING by Colin Gilligan, Martin Hird ( 9780415641135 )

Item Details

Title:

INTERNATIONAL MARKETING
STRATEGY AND MANAGEMENT

By:

Colin Gilligan, Martin Hird

Format:

Hardback

List price:

£150.00

Our price:

£145.50

Discount:

3% off

You save:

£4.50

ISBN 10:

0415641136

ISBN 13:

9780415641135

Availability:

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Stock:

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Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

27 November, 2012

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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INTERNATIONAL MARKETING