Colin Gilligan,
Martin Hird
International Marketing (RLE International Business)
Strategy and Management
Paperback Engels 2014 9780415752022Levertijd ± 11 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9780415752022
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:4
Uitgever:Taylor & Francis Ltd
Hoofdrubriek:Algemeen management, Algemeen management, Financieel management
Lezersrecensies
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Inhoudsopgave
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.
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan