Product Description

This is the fourth edition of Frank Bradley's original International Marketing Strategy textbook based on a comprehensive managerial approach to international marketing decision making at all stages of the enterprise life cycle. Still structured around a five stage managerial model of the internationalisation process of the firm, this fourth edition has been extensively rewritten and is imbued with the most recent research. International Marketing Strategy 4th edition examines consumer, industrial and services firms, with a strong focus on the firm, its customers and competitors. 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.

Product Details

• Amazon Sales Rank: #1089491 in Books
• Published on: 2002-01-11
• Original language: English
• Binding: Paperback
• 444 pages

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.

• 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

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

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 the Author
Frank Bradley is affiliated to University College Dublin