International Marketing Strategy focuses on the issues facing companies attempting to grow and develop in international markets.
Fully revised and updated, this new third edition develops and evaluates international marketing strategies for companies at different stages of their development-those new to Intel-nationalisation, those at the growth stage and those experienced companies attempting to extend into new markets. Five key stages of development are examined:
the decision to internationalise why, how, when and where
coping with international marketing environments global and regional, the political and socio-cultural environments, and how to convert country comparative advantage
deciding how to enter international markets using exporting, strategic alliances and foreign investment/acquisition
how to develop appropriate marketing programmes for consumer products firms, industrial products firms and services firms
implementation and control in international markets distribution and sales negotiation, operational issues and implementation and control.
Drawing on current research and management practice and including real examples of international marketing from many countries, this is an invaluable text for postgraduates and advanced undergraduates studying international marketing and international business. The book is an essential aid for reflective managers of firms active in international marketing.
Frank Bradley, BA, M.Econ.Sc., Ph,D., is R &A Bailey Professor of International Marketing and Director, Centre for International Marketing Studies at the Michael Smurfit Graduate School of Business, University College Dublin, National University of Ireland.
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