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- W2939619077 abstract "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 effectiveDiscusses the importance of communication and controlThroughout case studies are used to highlight particular issues." @default.
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- W2939619077 date "2013-01-04" @default.
- W2939619077 modified "2023-09-24" @default.
- W2939619077 title "International Marketing (RLE International Business)" @default.
- W2939619077 doi "https://doi.org/10.4324/9780203077771" @default.
- W2939619077 hasPublicationYear "2013" @default.
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