MTU Library Catalogue

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International marketing strategy / Frank Bradley.

By: Bradley, Frank, 1942-.
Material type: materialTypeLabelBookPublisher: London: Financial Times/Prentice Hall, 2002Edition: 4th ed.Description: xxv, 417 p. : ill. ; 25 cm.ISBN: 027365571X; 9780273655718.Subject(s): Export marketing -- Management | Sales & marketing management | Business and ManagementDDC classification: 658.848 BRA
Contents:
Part 1. International marketing strategy scope and framework -- Chapter 1 Scope of international marketing strategy -- Chapter 2 Analytical framework for international marketing -- Part 2. Environment of international marketing; 3. Company resources and capabilities -- 4. Analysis of international competitors -- 5 Culture in international marketing -- 6. Creating competitive advantage -- 7. Coping with political risk and uncertainty -- 8. Profiling international product markets -- 9. Vision and strategy for international markets -- Part 3 International marketing strategy; 10. the consumer products firm -- 11. The industrial products firm --12. the services firm -- Part 4. international market entry strategies; 13. Generic international market entry stategies -- 14 Exporting -- 15. Strategic alliances -- 16. Foreign direct investment -- Part 5. Stategic alignment and proformance in international marketing -- 17. Channels of international distribution -- 18. Pricing in international markets --19. International marketing negotiations -- 20. Assessing international marketing proformance
Holdings
Item type Current library Call number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.848 BRA (Browse shelf(Opens below)) Available 38888000798185
General lending MTU Kerry North Campus Library First Floor Main 658.848 BRA (Browse shelf(Opens below)) Available 38888000685275
Total holds: 0

Enhanced descriptions from Syndetics:

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

Previous ed.: London : Prentice Hall Europe, 1999.

Includes bibliographical references and index.

Part 1. International marketing strategy scope and framework -- Chapter 1 Scope of international marketing strategy -- Chapter 2 Analytical framework for international marketing -- Part 2. Environment of international marketing; 3. Company resources and capabilities -- 4. Analysis of international competitors -- 5 Culture in international marketing -- 6. Creating competitive advantage -- 7. Coping with political risk and uncertainty -- 8. Profiling international product markets -- 9. Vision and strategy for international markets -- Part 3 International marketing strategy; 10. the consumer products firm -- 11. The industrial products firm --12. the services firm -- Part 4. international market entry strategies; 13. Generic international market entry stategies -- 14 Exporting -- 15. Strategic alliances -- 16. Foreign direct investment -- Part 5. Stategic alignment and proformance in international marketing -- 17. Channels of international distribution -- 18. Pricing in international markets --19. International marketing negotiations -- 20. Assessing international marketing proformance

Table of contents provided by Syndetics

  • Part I The Decision to Internationalize
  • International Marketing in the Firm
  • Theories of the Firm in International Markets
  • Resources and Managerial Capacity
  • Strategic Options for the Firm
  • Part II International Marketing Environment
  • Global, Regional and Emerging Markets
  • The Socio-Cultural Environment
  • Public Policy Environment
  • Creating Competitive Advantage
  • Part III How the Firm Enters International Markets
  • International Markets and Customers
  • Analysis of International Competitors
  • Entering International Markets
  • Exporting
  • Competitive Alliances
  • Foreign Direct Investment
  • Part IV The International Marketing Programme
  • The Consumer Products Firm
  • The Industrial Products Firm
  • The Services Firm
  • Part V Implementing the International Marketing
  • International Distribution Channels
  • Selling and Negotiating in International Markets
  • Managing International Marketing Operations