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International Marketing (Rle International Business): Strategy and Management by Colin Gilligan

International Marketing (Rle International Business): Strategy and Management

by Colin Gilligan
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Book cover type: Paperback
  • ISBN13: 9780415752022
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 324
  • Original Price: GBP 48.99
  • Language: English
  • Edition: N/A
  • Item Weight: 459 grams
  • BISAC Subject(s): General, International / General, and Marketing / Multilevel

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.

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

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