International Marketing (RLE International Business)

Strategy and Management

Inbunden, Engelska, 2012

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

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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 controlThroughout case studies are used to highlight particular issues.

Produktinformation

Utgivningsdatum2012-11-27
Mått156 x 234 x undefined mm
Vikt770 g
FormatInbunden
SpråkEngelska
SerieRoutledge Library Editions: International Business
Antal sidor324
FörlagTaylor & Francis Ltd
ISBN9780415641135

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List of tables. List of figures. Acknowledgements. Preface. Introduction. 1. The Growth of International Business. Part 1: The International Marketing Environment and Approaches to Opportunity Analysis 2. The International Marketing Environment. 3. International Marketing Research and Opportunity Analysis. Part 2: Market Entry Decisions and Approaches to International Marketing Planning. 4. Market Entry Strategies. 5. International Marketing Planning. Part 3: Developing, Implementing and Controlling the International Marketing Mix. 6. International Product Policies and Strategies. 7. International Pricing Decisions. 8. International Promotional Decisions. 9 International Distribution and Logistical Decisions. 10. Organising for International Marketing. Index.