International Marketing Strategy (2nd Edition)

by Frank Bradley (Author)

• Used

  Textbook Binding
  1995

  $4.40

  A complete examination of how the company internationalises its operations, from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. It adopts a fresh approach to analysing and developing international marketing strategies for consumer, industrial and service firms. It provides an assessment of how successful firms compete in global markets which are rapidly integrating. In addition, it describes how international marketing strategies are implemented through selling and negotiations. Each topic is treated from a conceptual and empirical point of view. Instructor's Manual (0-13-010058-7).

• Used

  Paperback
  2002

  $4.39

  This is the fourth edition of Frank Bradley's 'original' International Marketing Strategy textbook. It continues to be structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. International Marketing Strategy 4th edition has been extensively rewritten and is based on the most recent research, examining the competitive environment of international marketing from the perspective of the consumer products firm, the industrial products firm and the services firm with a strong emphasis on branding throughout. The impact of culture and values, life cycle considerations, pricing and brand strategy, international distribution channels, the impact of new communications technologies and the role of the internet are all considered and are illustrated throughout with real-life examples. New to this edition: *46 case exhibits illustrating real-life examples *A Part-map to help readers navigate through the text *Implications of the Internet and other new technologies integrated throughout *Two new chapters - 'Pricing in international markets' and 'Vision and strategy for International Markets' *More global