International Marketing Strategy - Softcover

Bradley, Frank

Softcover

ISBN 10: 0133178927 ISBN 13: 9780133178920

Publisher: Prentice Hall, 1991

Synopsis

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.

About this title

From the Back Cover:

 

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 coverage with data on Asia-Pacific and African countries

International Marketing Strategy is essential reading to students studying International Marketing at advanced undergraduate, MBA or MSc/MA levels as well as managers of firms considering entry to or already in international markets.

For tutors: There are an Instructor’s Manual and PowerPoint slides to accompany this text at www.booksites.net/bradley

Frank Bradley is R & A Bailey Professor of International Marketing based at the Michael Smurfit Graduate School of Business, University College, Dublin and has served on the editorial boards of the Journal of International Marketing, the Journal of International Business Studies, the Journal of Business Research and International Marketing Review.

About this edition

• Publisher: Prentice Hall
• Publication date: 1991
• ISBN 10: 0133178927
• ISBN 13: 9780133178920
• Binding: Paperback
• Number of pages: 554