International marketing strategy / Frank Bradley.
Material type:
TextPublisher: New York : FT/Prentice Hall, [2005]Copyright date: ©2005. Edition: Fifth editionDescription: 408 pages ; 25cmContent type: - text
- unmediated
- volume
- 0273686887
- 658.84 22 B.F.I
- HF1416 .B72 2005
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Books
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Main library B8 | Commerce and business administration ( Marketing ) | 658.84 B.F.I (Browse shelf(Opens below)) | Available | 00010216 |
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| 658.84 B.B.M Marketing channels / | 658.84 B.B.M Marketing channels / | 658.84 B.B.M Marketing channels / | 658.84 B.F.I International marketing strategy / | 658.84 B.S.E. E-roadmapping : digital strategising for the new economy / | 658.84 D.T.N. Net markets : driving success in the B2B networked economy / | 658.84 D.V.I Information technology and marketing management / |
Includes bibliographical references and 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
Illustrating the full range of tasks facing the firm in today's competitive business environment, this 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.
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