International Marketing (Rle International Business): Strategy and Management Contributor(s): Gilligan, Colin (Author), Hird, Martin (Author) |
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ISBN: 0415752027 ISBN-13: 9780415752022 Publisher: Routledge OUR PRICE: $56.04 Product Type: Paperback - Other Formats Published: March 2014 |
Additional Information |
BISAC Categories: - Reference - Business & Economics | International - General - Business & Economics | Marketing - Multilevel |
Dewey: 658.84 |
Series: Routledge Library Editions: International Business |
Physical Information: 0.8" H x 6.1" W x 9" (1.01 lbs) |
Descriptions, Reviews, Etc. |
Publisher Description: 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:
Throughout case studies are used to highlight particular issues. |