International Marketing (RLE International Business)

International Marketing (RLE International Business)

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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 firma€™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.For a further discussion of the arguments surrounding global issues, see S. Winram, a#39;The Opportunity for World Brandsa#39;, InterAnnational Journal of Advertising, vol. ... Appendix 6.1: The Launch of a New Ford Transit Launched in 1965, the Ford Transit is firmly established both as ... with variations in wheelbase, payload, engine, transmission and door types, all sharing a pool of common components.

Title:International Marketing (RLE International Business)
Author:Colin Gilligan, Martin Hird
Publisher:Routledge - 2013-01-04


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