International Marketing (RLE International Business) : Strategy and Management (Routledge Library Editions: International Business)

Gilligan, Colin/ Hird, Martin

Routledge（2014/03発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 4 p.
• 言語 ENG
• 商品コード 9780415752022
• DDC分類 658.84

Full 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:




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.

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.