{"product_id":"international-marketing-rle-international-business-course-text","title":"International Marketing (RLE International Business) - Course Text","description":"\u003cp\u003eIn this review of International Marketing (RLE International Business) the bottom line is clear: this is a practical introductory text for students and managers who need a grounded overview of international marketing practice. The book aims to introduce the elements of the international marketing mix and to place them in context, and it succeeds as a clear, structured primer that emphasizes differences between overseas markets and the organisation changes needed to operate internationally. Readers looking for detailed tactics or advanced models may find parts concise, but for an undergraduate course or a manager seeking a concise refresher this book is a solid choice.\u003c\/p\u003e\n\u003ch2\u003eKey Features\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eComprehensive introduction:\u003c\/strong\u003e Presents the core elements of the international marketing mix so readers can quickly grasp what differentiates international from domestic marketing.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eStrategic focus:\u003c\/strong\u003e Explains how a firm should assess its current orientation and develop strategy to take advantage of international opportunities.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLocal market sensitivity:\u003c\/strong\u003e Stresses the importance of recognising wide differences between overseas markets and adapting for local conditions.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOrganisational guidance:\u003c\/strong\u003e Examines how to structure the business to make international marketing effective rather than treating it as an afterthought.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCommunication and control:\u003c\/strong\u003e Discusses the management, communication and control mechanisms needed to keep international activities aligned with strategy.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCase study use:\u003c\/strong\u003e Uses case studies throughout to highlight particular issues and show practical application of concepts.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eWho It's For\u003c\/h2\u003e\n\u003cp\u003eThis book is aimed primarily at undergraduate and postgraduate students taking an international marketing course, and at business practitioners who need a compact, course-style overview of international marketing fundamentals. It is especially useful for those who need a textbook that links strategy, organisation and the marketing mix.\u003c\/p\u003e\n\u003cp\u003eThose seeking in-depth tactical playbooks, advanced quantitative models or extensive country-level data should look elsewhere; this title works best as a foundational text and teaching resource rather than a specialized reference manual.\u003c\/p\u003e\n\u003ch2\u003ePros \u0026amp; Cons\u003c\/h2\u003e\n\u003cp\u003e\u003cstrong\u003ePros\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eClear explanation of the international marketing mix that helps beginners form a coherent framework.\u003c\/li\u003e\n\u003cli\u003eStrong emphasis on market differences and local sensitivity, useful for practical decision making.\u003c\/li\u003e\n\u003cli\u003eDiscussion of organisational structure and control makes the book relevant to managers as well as students.\u003c\/li\u003e\n\u003cli\u003eCase studies provide real-world context for theoretical points, aiding comprehension.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003eCons\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eAs an introductory text, it does not provide exhaustive tactical detail or advanced quantitative tools.\u003c\/li\u003e\n\u003cli\u003eReaders requiring up-to-date market data or country-specific guidelines will need supplementary sources.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eSpecifications\u003c\/h2\u003e\n\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003eTitle\u003c\/td\u003e\n\u003ctd\u003eInternational Marketing (RLE International Business)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAuthors\u003c\/td\u003e\n\u003ctd\u003eColin Gilligan, Martin Hird\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAudience\u003c\/td\u003e\n\u003ctd\u003eStudents and business practitioners seeking a foundational text\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFocus\u003c\/td\u003e\n\u003ctd\u003eInternational marketing mix, strategy, organisation and control\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eApproach\u003c\/td\u003e\n\u003ctd\u003eTextbook format with case studies\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eUse case\u003c\/td\u003e\n\u003ctd\u003eCourse text and managerial refresher\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e\n\u003ch2\u003eOur Verdict\u003c\/h2\u003e\n\u003cp\u003eInternational Marketing (RLE International Business) is a practical, well-structured introductory text that links strategy, the marketing mix and organisational issues for international activity. It is good value for students and managers who need a concise foundation with case-based examples, though specialists will need more advanced or country-specific resources to supplement it.\u003c\/p\u003e\n\u003ch2\u003eFrequently Asked Questions\u003c\/h2\u003e\n\u003cp\u003e\u003cstrong\u003eIs this book suitable for classroom use?\u003c\/strong\u003e\u003cbr\u003eYes, it is written as a basic text for international marketing courses and is structured to support teaching and student learning.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eDoes it include practical examples?\u003c\/strong\u003e\u003cbr\u003eYes, the book uses case studies throughout to illustrate key issues and practical application of concepts.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWill it give detailed market data for specific countries?\u003c\/strong\u003e\u003cbr\u003eNo, it focuses on concepts and strategy rather than providing exhaustive, up-to-date country-level data.\u003c\/p\u003e","brand":"Colin Gilligan, Martin Hird","offers":[{"title":"Default Title","offer_id":48247730995419,"sku":"0415752027","price":65.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0724\/1043\/1707\/files\/51liXHzHfJL._SL1400.jpg?v=1770821160","url":"https:\/\/gearmusthave.com\/products\/international-marketing-rle-international-business-course-text","provider":"GearMustHave","version":"1.0","type":"link"}