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.
General
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