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OverviewThis 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. Full Product DetailsAuthor: Colin Gilligan (Emeritus Professor, University of Sheffield, UK) , Martin HirdPublisher: Taylor & Francis Ltd Imprint: Routledge Weight: 0.453kg ISBN: 9780415641135ISBN 10: 0415641136 Pages: 324 Publication Date: 27 November 2012 Audience: General/trade , College/higher education , Professional and scholarly , General , Tertiary & Higher Education Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |
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