Introduction

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:

Key Points

• 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.