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International Marketing (RLE International Business): Strategy and Management (Routledge Library Editions: International Business) - Tapa dura

Libro 5 de 20: Routledge Library Editions: International Business

Gilligan, Colin; Hird, Martin

 
9780415641135: International Marketing (RLE International Business): Strategy and Management (Routledge Library Editions: International Business)
Tapa dura
ISBN 10: 0415641136 ISBN 13: 9780415641135
Editorial: Routledge, 2012

Sinopsis

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

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

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2012
Idioma
Inglés
ISBN 10 
0415641136
ISBN 13 
9780415641135
Encuadernación
Tapa dura
Número de edición
1
Número de páginas
324
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania