International Marketing Strategy

by Frank Bradley (Author)

• Used

  Paperback
  1991

  $12.38

  International marketing strategies are examined, from an analysis of political, social, business and competitive environments, to the the development of strategies to enter international markets. The author assesses how to select international markets, customers and how to develop products. He explains how to develop marketing programmes for businesses in consumer products, industrial products and service industries. The book incorporates teaching and learning aids, case studies, end-of-chapter discussion questions and references.

• Used

  Paperback
  2002

  $4.34

  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