International Marketing Strategy (5th Edition) - Softcover

Bradley, Prof Frank

Softcover

ISBN 10: 0273686887 ISBN 13: 9780273686880

Publisher: Financial Times/ Prentice Hall, 2004

Synopsis

International Marketing Strategy, 5th Edition illustrates the full range of tasks facing the firm in today’s competitive business environment. The book 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 strengths and weaknesses of the firm.

The book is truly international and has been written from the point of view of the firm competing in international markets irrespective of country of origin and is strongly research based.

The fifth edition is relevant for final year undergraduates or postgraduates who already have a marketing management background. This book will also appeal to the manager who thinks strategically about the development and growth of the firm in international markets and to managers who wish to keep abreast of the most recent thinking in their specialized field.

About this title

From the Back Cover:

"International Marketing Strategy has been on my shelf since its first edition appeared in 1991. In the decade since, the core analysis and strategies it describes have moved from academic and international business circles to the boardrooms of any major company with pretensions of being a global player. Bradley’s book continues to be the leading reference in this field." Aidan Connolly, Vice President, Alltech Inc.

Two major forces shape the global economy today - political and economic convergence and market consolidation shaped by information technology. The increasing political and economic convergence, manifested in new and enlarging trade blocs and increased militarism and global terrorism, is forcing international firms to reconsider marketing strategies.

Frank Bradley’s International Marketing Strategy, fifth edition 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.

"The publication of this book demonstrates that the text is a recognized classic in the discipline. It has withstood the test of time in one of the toughest marketplaces - that of business scholars, teachers, students and practitioners. Bradley’s unique integrative strategic perspective with its thoroughly updated material makes the text essential reading - not only all for students of international business, but also for astute practitioners who wish to maintain currency, and develop a strategic advantage in the international environment." Dr. Tony Pecotich, The University of Western Australia

Written from the point of view of the firm competing in international markets irrespective of country of origin, this research-based book is geared towards postgraduate students specializing in international business with marketing as a major topic, senior undergraduates who have already studied a marketing management course, research students who are interested in the internationalization of the firm, and senior executives pursuing management development courses in global strategy.

Based on tested frameworks and concepts, in combination with a plethora of real-world examples and illustrations and solid pedagogy, International Marketing Strategy, is a valuable and indispensable resource to add to your international marketing book collection.

Visit www.booksites.net/bradley to access valuable teaching tools including information on teaching methods, course design, case studies, teaching support, and power point slides.

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.

About the Author:

Frank Bradley is affiliated to University College Dublin

About this edition

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2004
• ISBN 10: 0273686887
• ISBN 13: 9780273686880
• Binding: Paperback
• Edition number: 5
• Number of pages: 440