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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स्वरूप PDF ● पेज 332 ● ISBN 9781135133870 ● प्रकाशक Taylor and Francis ● प्रकाशित 2013 ● डाउनलोड करने योग्य 6 बार ● मुद्रा EUR ● आईडी 2647807 ● कॉपी सुरक्षा Adobe DRM
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