・ISBN 978-0-415-64113-5 2012 hard GB£ 140.00
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・ISBN 978-0-203-07777-1 1986 eBook
大学・機関向け
著者・編者 | Gilligan, Colin / Hird, M., |
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シリーズ | (Routledge Library Editions: International Business) |
出版社 | (Routledge, UK) |
ページ数 | 324 pp. |
ニュース番号 | <598-909> |
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:
Throughout case studies are used to highlight particular issues.