Record Detail Back
International Marketing Strategy
- Share to:
Managers around the globe are recognising the increasing necessity for their companies and organisations to
develop the skills, aptitudes and knowledge to compete effectively in international markets.
The emergence of a more open world economy, the globalisation of consumer tastes and the unabated
expansion of Internet access globally all increase the interdependency and interconnections of nation
economies across the globe. The need for managers to develop the skills to respond to these pressures affects
companies of all sizes.
In this chapter, the reader will be introduced to the concepts of international marketing, enabling them to
acquire an appreciation of the complexities of marketing on an international basis and of how this activity differs
from operating purely in domestic markets. In the following sections we will define international marketing,
examine the important trends in the global marketing environment and introduce the reader to the international
marketing strategy development and international marketing planning process.
Isobel Doole and Robin Lowe - Personal Name
Fifth Edition
978-1-84480-763-5
NONE
Management
English
2008
1-36
LOADING LIST...
LOADING LIST...