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

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

By: Colin Gilligan (author), Martin Hird (author)Hardback

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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 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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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.

Product Details

  • publication date: 27/11/2012
  • ISBN13: 9780415641135
  • Format: Hardback
  • Number Of Pages: 4
  • ID: 9780415641135
  • weight: 653
  • ISBN10: 0415641136

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