MTU Cork Library Catalogue

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International marketing strategy / Frank Bradley.

By: Bradley, Frank, 1942- [author].
Material type: materialTypeLabelBookPublisher: Hertfordshire ; New York : Prentice Hall, 1991Copyright date: ©1991Description: xxv, 554 pages : illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0133178927 (paperback); 9780133178920 (paperback).Subject(s): Export marketing | ManagementDDC classification: 658.84
Contents:
Part I: The decision to internationalize -- International marketing in the firm -- Theories of the firm in international markets -- Internationalization of the firm: resources and managerial capacity -- Strategic options for the firm in international markets -- Part II: Deciding which markets to enter -- The socio-cultural environment of international marketing -- Political environment and legal frameworks in international marketing -- Public policy environment of international marketing -- Creating competitive advantage: implementing public policy -- International markets and customers -- Analysis of international competitors -- Part III: How the firm enters international markets -- Entering international markets -- Exporting as strategy for international market entry -- Competitive alliances to enter international markets -- Entering international markets through foreign direct investment -- Part IV: The international marketing programme -- The consumer products firm in international markets -- The industrial products firm in international markets -- The services firm in international markets -- Managing international distribution channels -- Part V: Implementing the international marketing programme -- Selling and negotiating in international markets -- Managing international marketing operations.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) 1 Available 00099710
General Lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) 1 Available 00029182
Total holds: 0

Enhanced descriptions from Syndetics:

International marketing strategies are examined, from an analysis of political, social, business and competitive environments, to the the development of strategies to enter international markets. The author assesses how to select international markets, customers and how to develop products. He explains how to develop marketing programmes for businesses in consumer products, industrial products and service industries. The book incorporates teaching and learning aids, case studies, end-of-chapter discussion questions and references.

Includes bibliographical references and indexes.

Part I: The decision to internationalize -- International marketing in the firm -- Theories of the firm in international markets -- Internationalization of the firm: resources and managerial capacity -- Strategic options for the firm in international markets -- Part II: Deciding which markets to enter -- The socio-cultural environment of international marketing -- Political environment and legal frameworks in international marketing -- Public policy environment of international marketing -- Creating competitive advantage: implementing public policy -- International markets and customers -- Analysis of international competitors -- Part III: How the firm enters international markets -- Entering international markets -- Exporting as strategy for international market entry -- Competitive alliances to enter international markets -- Entering international markets through foreign direct investment -- Part IV: The international marketing programme -- The consumer products firm in international markets -- The industrial products firm in international markets -- The services firm in international markets -- Managing international distribution channels -- Part V: Implementing the international marketing programme -- Selling and negotiating in international markets -- Managing international marketing operations.

Table of contents provided by Syndetics

  • Part I The Decision to Internationalize
  • International Marketing in the Firm
  • Theories of the Firm in International Markets
  • Resources and Managerial Capacity
  • Strategic Options for the Firm
  • Part II International Marketing Environment
  • Global, Regional and Emerging Markets
  • The Socio-Cultural Environment
  • Public Policy Environment
  • Creating Competitive Advantage
  • Part III How the Firm Enters International Markets
  • International Markets and Customers
  • Analysis of International Competitors
  • Entering International Markets
  • Exporting
  • Competitive Alliances
  • Foreign Direct Investment
  • Part IV The International Marketing Programme
  • The Consumer Products Firm
  • The Industrial Products Firm
  • The Services Firm
  • Part V Implementing the International Marketing
  • International Distribution Channels
  • Selling and Negotiating in International Markets
  • Managing International Marketing Operations

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