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International marketing strategy

Author: Frank Bradley
Publisher: New York : FT/Prentice Hall, ©2005.
Edition/Format:   Print book : English : 5th edView all editions and formats
Database:WorldCat
Summary:
"Frank Bradley's International Marketing Strategy, 5e illustrates the full range of tasks facing the firm in today's competitive business environment. Bradley 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 strength and weaknesses of the firm."--Jacket.
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Details

Document Type: Book
All Authors / Contributors: Frank Bradley
ISBN: 0273686887 9780273686880
OCLC Number: 224139431
Description: xxvii, 408 pages
Contents: 1. Scope of international marketing strategy --
2. International marketing in the global economy --
3. Company resources and capabilities --
4. Analysis of international competitors --
5. Culture values and technology --
6. Political economy and created advantage --
7. Public policy risk and regulation --
8. The consumer products firm --
9. The industrial products firm --
10. The services firm --
11. Building the global brand --
12. Selecting international markets --
13. Market entry --
exporting --
14. Market entry --
strategic alliances --
15. Market entry --
acquisition and direct investment --
16. Market entry --
a strategic approach --
17. Channels of international distribution --
18. Pricing in international markets --
19. Selling and negotiating in international markets --
20. International marketing operations and performance.
Responsibility: Frank Bradley.

Abstract:

Illustrating the full range of tasks facing the firm in today's competitive business environment, this book explains how to integrate the various market entry and development strategies into a series  Read more...

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