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.
This has been recognised by Ray Horrocks who, whilst having high hopes for the
Honda–BL joint ventures, has admitted that it has often been difficult to find
common ground when fighting for sales in the same market. Sanjay Dabysing of
DRI ...
