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International Marketing. : Strategy and Management. 〔リプリント〕国際マーケティング－戦略と経営
・ISBN 978-0-415-64113-5 2012 hard GB£ 140.00
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-07777-1
| 著者・編者 | Gilligan, Colin / Hird, M., |
|---|---|
| シリーズ | Routledge Library Editions: International Business |
| 出版社 | (Routledge, UK) |
| ページ数 | 324 pp. |
| 言語 | ENG |
| ニュース番号 | ＜598-909＞ |
解説
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.