International Marketing (RLE International Business) Strategy and Management Routledge Library Editions: International Business Series
Auteurs : Gilligan Colin, Hird Martin
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.
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.
Date de parution : 03-2014
15.6x23.4 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 53,83 €
Ajouter au panierDate de parution : 11-2012
15.6x23.4 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 172,36 €
Ajouter au panierThèmes d’International Marketing (RLE International Business) :
Mots-clés :
mix; entry; strategies; environment; programme; product; life; cycle; subsidiary; staff; RLE; Export Management Companies; International Product Policy; West Germany; Marketing Information System; International Division Structure; UN; Subsidiary Staff; International Pricing Decisions; Foreign Market Pricing; International Marketing Environment; International Marketing Orientation; International Marketing; MARKET ENTRY DECISIONS; International Marketing Programme; Face To Face; USA; Follow; Post-war; Domestic Marketing; Transfer Pricing; International Marketing Planning; International Advertising; Worldwide Product Divisions; Physical Distribution