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.
- ISBN10 0415752027
- ISBN13 9780415752022
- Publish Date 21 March 2014 (first published 18 September 1986)
- Publish Status Active
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Format Paperback
- Pages 4
- Language English