International Marketing Strategy (5th Edition)

By Frank Bradley

Illustrating the full range of tasks facing the firm in today's competitive business environment, this book explains how to integrate the various market entry and development strategies into a series of decisions that reflect an interplay of the international marketing environment, technological forces and strengths and weaknesses of the firm.

• Format: Paperback
• Language: English
• ISBN: 0273686887
• ISBN13: 9780273686880
• Release Date: November 2004
• Publisher: Pearson Education Canada
• Length: 438 Pages
• Weight: 1.88 lbs.
• Dimensions: 9.8" x 0.8" x 7.5"

Customer Reviews

Solid Textbook

This book is a solid work of well researched theory by one of the leading marketing thinkers in Ireland. Given the export led focus of the Irish economy and the success of the economy in the last ten years there is probably no-one better positioned than Bradley to identify the factors salient to the success or failure of international marketing stragegies in the real world. Ideally this book should be used in conjunction with case study material to illustrate the issues. Taken on it's own it may appear to be a little weighty and it could be perceived as a daunting read. However, it remains for me a valuable reference work