International marketing : strategy and management / Colin Gilligan and Martin Hird.

Format:

Book

Author/Creator:

Gilligan, Colin, author.

Hird, Martin, author.

Series:

Routledge Library Editions: International Business

Routledge library editions : international business ; v. 17

Language:

English

Subjects (All):

Export marketing.

Physical Description:

1 online resource (310 pages) : illustrations.

Place of Publication:

London : Routledge, 2013.

Language Note:

English

Summary:

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

Contents:

pt. 1. The international marketing environment and approaches to opportunity analysis

pt. 2. Market entry decisions and approaches to international marketing planning

pt. 3. Developing, implementing and controlling the international marketing mix.

Notes:

First published in 1986 by Croom Helm.

Includes bibliographical references and index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

9781135133863

1135133867

9781283942003

1283942003

9780203077771

0203077776

9781135133870

1135133875

OCLC:

828735331