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Frank Bradley

International marketing strategy. Frank Bradley - London : Pearson Education, 2005. - 424 pages : illustrations ; 25 cm

Previous edition: 2001.
Includes index.

BRIEF CONTENTSPART ONE: INTERNATIONAL MARKETING STRATEGY SCOPE AND FRAMEWORK1. Scope of international marketing strategy2. Analytical framework for international marketingPART TWO: ENVIRONMENT OF INTERNATIONAL MARKETING3. Company resources and capabilities4. Analysis of international competitors5. Cutlture in international marketing6. Creating competitive advantage7. Coping with political risk and uncertainty8. Profiling international product markets9. Vision and strategy for international marketsPART THREE: INTERNATIONAL MARKETING STRATEGY10. The consumer products firm11. The industrial products firm12. The services firmPART FOUR: INTERNATIONAL MARKET ENTRY STRATEGIES13. Generic international market entry strategies14. Exporting15. Strategic alliances16. Foreign direct investmentPART FIVE: STRATEGIC ALIGNMENT AND PERFORMANCE IN INTERNATIONAL MARKETING17. Channels of international distribution18. Pricing in international markets19. International marketing negotiations20. Assessing international marketing performanceCOMPANY INDEXNAME INDEXSUBJECT INDEX

ISBN: 0273686887

ISSN: 9780273686880

Subjects--Topical Terms:
Export marketing -- --Management.

LC Class. No.: HF1416 / .B72