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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 control
Throughout case studies are used to highlight particular issues.
| ISBN | 9780415641135 |
| Autor(a) | Gilligan, Colin |
| Editora | Routledge |
| Ano de edição | 2012 |
| Páginas | 324 |
| Acabamento | Capa Dura |
| Dimensões | 23,40 X 15,60 |
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