000			01472nam a22001817a 4500
008			120926t xxu||||| |||| 00| 0 eng d
020			_a0273686887
050			_aHF1416.B72
100			_aBradley, Frank
245			_aInternational marketing strategy. / _cFrank Bradley
250			_a5th ed.
260			_aHarlow: _bPrentice Hall, _cc2005.
300			_axxvii, 408 p.: _bill.; _c24cm.
500			_aIncludes index.
505			_aContents: 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.
650			_bInternational marketing strategy
942			_2lcc _cBK
999			_c2380 _d9880