International Marketing Strategy Frank Bradley

This is the fourth edition of Frank Bradley's original International Marketing Strategy textbook based on a comprehensive managerial approach to international marketing decision making at all stages of the enterprise life cycle. Still structured around a five stage managerial model of the internationalisation process of the firm, this fourth edition has been extensively rewritten and is imbued with the most recent research. International Marketing Strategy 4th edition examines consumer, industrial and services firms, with a strong focus on the firm, its customers and competitors. The impact of culture and values, life cycle considerations, pricing and brand strategy, international distribution channels, the impact of new communications technologies and the role of the internet are all considered and are illustrated throughout with real-life examples.


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