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International Marketing (RLE International Business): Strategy and Management
Hardcover
Series: Routledge Library Editions: International Business
Business GeneralMarketingGeneral Reference
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ISBN13: 9780415641135
Publisher: Routledge
Pages: 324
Weight: 1.39
Height: 0.75 Width: 6.14 Depth: 9.21
Language: English
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.
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