International Marketing Strategy (5th Revised edition)
By: Frank Bradley (author)Paperback
1 - 2 weeks availability
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.
BRIEF CONTENTSPART ONE: INTERNATIONAL MARKETING STRATEGY SCOPE AND FRAMEWORK1. Scope of international marketing strategy2. Analytical framework for international marketingPART TWO: ENVIRONMENT OF INTERNATIONAL MARKETING3. Company resources and capabilities4. Analysis of international competitors5. Cutlture in international marketing6. Creating competitive advantage7. Coping with political risk and uncertainty8. Profiling international product markets9. Vision and strategy for international marketsPART THREE: INTERNATIONAL MARKETING STRATEGY10. The consumer products firm11. The industrial products firm12. The services firmPART FOUR: INTERNATIONAL MARKET ENTRY STRATEGIES13. Generic international market entry strategies14. Exporting15. Strategic alliances16. Foreign direct investmentPART FIVE: STRATEGIC ALIGNMENT AND PERFORMANCE IN INTERNATIONAL MARKETING17. Channels of international distribution18. Pricing in international markets19. International marketing negotiations20. Assessing international marketing performanceCOMPANY INDEXNAME INDEXSUBJECT INDEX
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- ID: 9780273686880
5th Revised edition
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