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International Marketing Strategy (4th Edition) Paperback – August 26, 2004

ISBN-13: 978-0273655718 ISBN-10: 027365571X Edition: 4th
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Paperback, August 26, 2004
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Editorial Reviews

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.

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 coverage with data on Asia-Pacific and African countries

International Marketing Strategy 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

Frank 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.


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Product Details

  • Paperback: 444 pages
  • Publisher: Prentice Hall; 4 edition (August 26, 2004)
  • Language: English
  • ISBN-10: 027365571X
  • ISBN-13: 978-0273655718
  • Product Dimensions: 7.5 x 0.8 x 9.8 inches
  • Shipping Weight: 1.9 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #10,335,068 in Books (See Top 100 in Books)

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3 of 3 people found the following review helpful By Sailoil on July 21, 2000
Format: Textbook Binding
This book is a solid work of well researched theory by one of the leading marketing thinkers in Ireland. Given the export led focus of the Irish economy and the success of the economy in the last ten years there is probably no-one better positioned than Bradley to identify the factors salient to the success or failure of international marketing stragegies in the real world. Ideally this book should be used in conjunction with case study material to illustrate the issues. Taken on it's own it may appear to be a little weighty and it could be perceived as a daunting read. However, it remains for me a valuable reference work
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