International Marketing Strategy / Edition 2

International Marketing Strategy / Edition 2

by Frank Bradley
     
 

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ISBN-10: 0131495275

ISBN-13: 9780131495272

Pub. Date: 05/01/1995

Publisher: Prentice Hall Professional Technical Reference

A complete examination of how the company internationalizes its operations from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. Also describes how international marketing strategies are implemented through selling and negotiations. Fully updated to include recently

Overview

A complete examination of how the company internationalizes its operations from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. Also describes how international marketing strategies are implemented through selling and negotiations. Fully updated to include recently published research - a better balance between US and European research. Pricing and advertising material has been strengthened and more comprehensively woven into text. Instructor's material available. Postgraduates and advanced undergraduates studying international marketing and strategic marketing.

Product Details

ISBN-13:
9780131495272
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
05/01/1995
Edition description:
2nd ed
Pages:
570
Product dimensions:
6.89(w) x 9.24(h) x 1.20(d)

Table of Contents

I. THE DECISION TO INTERNATIONALIZE.

1. International Marketing in The Firm.
2. Theories of The Firm in International Markets.
3. Internationalization of The Firm: Resources and Managerial Capacity.
4. Strategic Options for The Firm in International Markets.

II. INTERNATIONAL MARKETING ENVIRONMENT.

5. Socio-cultural Environment of International Marketing.
6. Political and Legal Environment in International Marketing.
7. Creating Competitive Advantage: Implementing Public Policy.
8. Global, Regional, and Emerging Markets.

III. HOW THE FIRM ENTERS INTERNATIONAL MARKETS.

9. Selecting International Markets and Customers.
10. Analysis of International Competitors.
11. Entering International Markets.
12. Exporting as Strategy for International Market Entry.
13. Competitive Alliances to Enter International Markets.
14. Entering International Markets Through Foreign Direct Investment.

IV. THE INTERNATIONAL MARKETING PROGRAMME.

15. The Consumer Products Firm in International Markets.
16. The Industrial Products Firm in International Markets.
17. The Services Firm in International Markets.

V. IMPLEMENTING THE INTERNATIONAL MARKETING PROGRAMME.

18. Managing International Distribution Channels.
19. Selling andNegotiating in International Markets.
20. Managing International Marketing and Operations.

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