International marketing strategy

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Title:

Author:

Bradley, Frank, 1942-

ISBN:

9780273686880

Personal Author:

Bradley, Frank, 1942-

Edition:

5th ed.

Publication Information:

New York : FT/Prentice Hall, c2005.

Physical Description:

p. cm.

Contents:

1. Scope of international marketing strategy -- 2. International marketing in the global economy -- 3. Company resources and capabilities -- 4. Analysis of international competitors -- 5. Culture values and technology -- 6. Political economy and created advantage -- 7. Public policy risk and regulation -- 8. The consumer products firm -- 9. The industrial products firm -- 10. The services firm -- 11. Building the global brand -- 12. Selecting international markets -- 13. Market entry - exporting -- 14. Market entry - strategic alliances -- 15. Market entry - acquisition and direct investment -- 16. Market entry - a strategic approach -- 17. Channels of international distribution -- 18. Pricing in international markets -- 19. Selling and negotiating in international markets -- 20. International marketing operations and performance.

Abstract:

"Frank Bradley's International Marketing Strategy, 5e illustrates the full range of tasks facing the firm in today's competitive business environment. Bradley explains how to integrate the various market entry and development strategies into a series of decisions that reflect an interplay of the international marketing environment, technological forces and strength and weaknesses of the firm."--BOOK JACKET.

Subject Term:

Export marketing -- Management.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015766732	658.84 B811.I 2005	1	Searching... Unknown

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Summary

International Marketing Strategy, 5th Edition illustrates the full range of tasks facing the firm in today¿s competitive business environment. The book explains how to integrate the various market entry and development strategies into a series of decisions that reflect an interplay of the international marketing environment, technological forces and strengths and weaknesses of the firm.

The book is truly international and has been written from the point of view of the firm competing in international markets irrespective of country of origin and is strongly research based.

The fifth edition is relevant for final year undergraduates or postgraduates who already have a marketing management background. This book will also appeal to the manager who thinks strategically about the development and growth of the firm in international markets and to managers who wish to keep abreast of the most recent thinking in their specialized field.