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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格式 PDF ● 网页 332 ● ISBN 9781135133870 ● 出版者 Taylor and Francis ● 发布时间 2013 ● 下载 6 时 ● 货币 EUR ● ID 2647807 ● 复制保护 Adobe DRM
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