International Marketing (RLE International Business): Strategy and Management

by Colin Gilligan, Martin Hird

Overview

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.

Product Details

ISBN-13:	9780415641135
Publisher:	Taylor & Francis
Publication date:	11/27/2012
Series:	Routledge Library Editions: International Business
Edition description:	Reprint
Pages:	324
Product dimensions:	6.12(w) x 9.19(h) x (d)

Table of Contents

List of tables. List of figures. Acknowledgements. Preface. Introduction. 1. The Growth of International Business. Part 1: The International Marketing Environment and Approaches to Opportunity Analysis 2. The International Marketing Environment. 3. International Marketing Research and Opportunity Analysis. Part 2: Market Entry Decisions and Approaches to International Marketing Planning. 4. Market Entry Strategies. 5. International Marketing Planning. Part 3: Developing, Implementing and Controlling the International Marketing Mix. 6. International Product Policies and Strategies. 7. International Pricing Decisions. 8. International Promotional Decisions. 9 International Distribution and Logistical Decisions. 10. Organising for International Marketing. Index.