Articoli correlati a International Marketing (RLE International Business):...

International Marketing (RLE International Business): Strategy and Management - Brossura

Libro 5 di 20: Routledge Library Editions: International Business

Gilligan, Colin; Hird, Martin

 
9780415752022: International Marketing (RLE International Business): Strategy and Management
Brossura
ISBN 10: 0415752027 ISBN 13: 9780415752022
Casa editrice: Routledge, 2014

Sinossi

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull'autore

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

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Routledge
Data di pubblicazione
2014
Lingua
Inglese
ISBN 10 
0415752027
ISBN 13 
9780415752022
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
328
Contatto del produttore
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Germania