International Marketing Strategy (3rd Edition) [Paperback]

Frank Bradley (Author)

Book Description

ISBN-10: 0130100579 | ISBN-13: 978-0130100573 | Publication Date: April 21, 2000 | Edition: 3

A complete examination of how the company internationalises its operations, from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. It adopts a fresh approach to analysing and developing international marketing strategies for consumer, industrial and service firms. It provides an assessment of how successful firms compete in global markets which are rapidly integrating. In addition, it describes how international marketing strategies are implemented through selling and negotiations. Each topic is treated from a conceptual and empirical point of view. Instructor's Manual (0-13-010058-7).

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 4^th 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.

--This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 574 pages
• Publisher: Prentice Hall College Div; 3 edition (April 21, 2000)
• Language: English
• ISBN-10: 0130100579
• ISBN-13: 978-0130100573
• Product Dimensions: 9 x 6.5 x 1 inches
• Shipping Weight: 2.2 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #6,825,840 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

4.0 out of 5 stars Solid Textbook, July 21, 2000

By 

Sailoil - See all my reviews

This review is from: International Marketing Strategy (2nd Edition) (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