Summary
Contents
Subject index
The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
International Marketing
International Marketing
During the last 30 years or so, world trade has multiplied manifold. The drivers for this are as follows:
- Governments have recognised that trade is always beneficial – both parties gain from exchanges. Trade barriers have therefore been reduced dramatically.
- Transportation systems have improved tremendously: apart from the rise in commercial aviation, surface shipping has become several times more efficient.
- Firms have grown too big for their domestic markets.
- Global markets have emerged as a result of mass communications and movement of populations.
Remember that internationalisation works both ways – more foreign firms are entering UK markets, so no firm can escape from international competition.
International marketing is giving way to global marketing: the difference is that internationalisation refers to trading abroad, perhaps in several ...
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