International Marketing Strategy,
By Frank Bradley
Financial Times / Pearson Education Limited
426 Pages, Illustrated, 7 ½" x 9 ¾"
$110.00 Paper Original
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 the 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.
" Based on tested frameworks and concepts which focus on the strategic development
of the firm in international markets.
" Case studies illustrate clearly for students how actual companies practice
" Learning objectives and summaries provide students with a clear understanding
of the subject.
" Examples of international marketing strategies for consumer products firms,
industrial products firms and services firms, irrespective of size or ownership
structure, give students a broad overview.
PART ONE: INTERNATIONAL MARKETING STRATEGY SCOPE AND FRAMEWORK
1. Scope of international marketing strategy
2. Analytical framework for international marketing
PART TWO: ENVIRONMENT OF INTERNATIONAL MARKETING
3. Company resources and capabilities
4. Analysis of international competitors
5. Cutlture 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 THREE: INTERNATIONAL MARKETING STRATEGY
10. The consumer products firm
11. The industrial products firm
12. The services firm
PART FOUR: INTERNATIONAL MARKET ENTRY STRATEGIES
13. Generic international market entry strategies
15. Strategic alliances
16. Foreign direct investment
PART FIVE: STRATEGIC ALIGNMENT AND PERFORMANCE IN INTERNATIONAL MARKETING
17. Channels of international distribution
18. Pricing in international markets
19. International marketing negotiations
20. Assessing international marketing performance
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