International marketing strategy. /
Frank Bradley
- 5th ed.
- Harlow: Prentice Hall, c2005.
- xxvii, 408 p.: ill.; 24cm.
Includes index.
Contents: Scope of international marketing strategy -- Understanding the international marketing environment: International marketing in the global economy -- Company resources and capabilities -- Analysis of international competitors -- Culture values and technology -- Political economy and created advantage -- Public policy risk and regulation: Product and brand strategies in international markets: The Consumer products firm -- The Industrial products firm -- The Services firm -- Building the global brand -- Selecting international markets -- Strategic challenge of international market entry: Market entry - exporting -- Market entry - strategic alliance -- Market entry - acquisition and direct investment -- Market entry - a strategic approach -- International marketing operations: Channels of international distribution -- Pricing in international markets -- Selling and negotiating in international markets -- International marketing operations and performance.