International Marketing Strategy (5th Edition)

by ProfFrankBradley (Author)

• Used

  Paperback
  2004

  $3.49

  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.

• Used

  Paperback
  2002

  $3.49

  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