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1 of 1 people found the following review helpful:
4.0 out of 5 stars
Solid Textbook,
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
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International Marketing Strategy (3rd Edition) by Frank Bradley (Paperback - April 21, 2000)
Used & New from: $0.58
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