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International Marketing Strategy

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en Limba Engleză Carte Paperback – 09 Dec 2004
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.
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Specificații

ISBN-13: 9780273686880
ISBN-10: 0273686887
Pagini: 438
Dimensiuni: 189 x 246 x 23 mm
Greutate: 0.84 kg
Ediția: 5 Nouă
Editura: Pearson Education
Colecția Financial Times/ Prentice Hall
Locul publicării: Harlow, United Kingdom

Cuprins

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

Textul de pe ultima copertă

"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.

Caracteristici

  • Based on tested frameworks and concepts which focus on the strategic development of the firm in international markets.
  • Case studies illustrate clearly for students how actual companies practice international marketing.
  • Learning objectives and summaries provide students with a clear understanding of the subject.
  • Examples of international marketing strategies for consumer products firms, industrial products firms and services firms, irrespective of size or ownership structure, give students a broad overview.

Caracteristici noi

  • Expanded chapters provide students with a wealth of extra material. Specifically Chapter 1: Scope of international marketing strategy; Chapter 2: International marketing in the global economy; Chapter 3: Company resources and capabilities, and Chapter 5: Culture values and technology.
  • Reorganised material to provide greater clarity and a flow more in keeping with the process of evolution followed by firms.
  • Two new chapters on consumer products (ch.8) and international market selection (ch.12) keep readers updated with recent developments.