This book is an ideal reference for both undergraduate and postgraduate students and other readers interested in undertaking a course in international business management. it will help them in applying knowledge of international business in various situations facing firms today. It also designed to develop the students' analytical skills with comprehensive review of business operations from the international perspective. Among the topics examined include overview of international business; the concept of globalization; international strategic management; evolution of multinational corporations; segmentation, targeting and positioning in the foreign markets; international marketing mix including product, place, price and promotion decisions; international brand management; service marketing overseas; foreign market entry strategies; foreign market selection mode including return on investment, the BCG matrix, general electric and competitive advantage model; global business structure; global organizing, planning and control.

Autorentext

Margaret Oloko è docente senior presso la Jomo Kenyatta University of Agriculture and Technology, in Kenya. Ha conseguito un dottorato di ricerca in economia aziendale, un master in economia aziendale e una laurea in commercio presso l'Università di Nairobi.