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International marketing strategy Frank Bradley [electronic book] /

By: Contributor(s): Material type: Computer fileComputer fileCopyright date: Harlow : Pearson Education, ©2005Edition: Fifth editionDescription: 1 online resource (408 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781405871556
Subject(s): Online resources: Summary: 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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Includes bibliographical references and index

Restricted to GMIT Library patrons

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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