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

Book Details
• Book Name: International Marketing: A Basic Text
• Language: English
• ISBN-13: 9780415752022
• Writer: Gilligan, Colin
• Book Edition: 1
• Publisher: Taylor & Francis Ltd
• Pages: 4
• Binding: Paperback
• Subject/Category: International Marketing, Business Strategy

Description
International Marketing: A Basic Text is an essential textbook for students studying international marketing. This book introduces the key elements of the international marketing mix and places them in context, offering insights into the strategic positioning of a firm in the global market. It discusses how a company’s strategy evolves to leverage international opportunities while addressing the challenges posed by diverse global markets.

Key topics covered in the book include:
• Market Differences: The book emphasizes the vast differences between overseas markets and the need for businesses to handle local features with sensitivity.
• Business Structure: It examines how to properly structure the entire business organization to make international marketing efforts more effective.
• Communication and Control: It underscores the critical importance of communication and control within the context of international marketing.
• Case Studies: The text uses case studies throughout to highlight specific issues and provide real-world examples that aid understanding.

This book serves as an introductory guide to the fundamental concepts of international marketing and is ideal for those looking to grasp how global businesses develop strategies to enter and operate in diverse international markets.