International marketing strategy [printed text] / Frank Bradley, Author . - Hemel Hempstead : Prentice Hall, 1991 . - 554 p. : ill. (b & w) ; 24 cm.
ISBN : 978-0-13-317892-0

Class number:	658.848
Abstract:	In International Marketing Strategy Frank Bradley examines how the firm internationalizes its operations, from the analysis of the political, social, business and competitive environments to the development of strategies for entering and competing in international markets.
Contents note:	Part 1 The Decision to Internationalize 1. International marketing in the firm; 2. Theories of the firm in international markets; 3. Internationalization of the firm: resources and managerial capacity; 4. Strategic options for the firm in international markets. Part 2 Deciding Which Market to Enter 5. The socio-cultural environment of international marketing; 6. Political environment and legal frameworks in international marketing; 7. Pulic policy environment of intrnational marketing; 8. Creating competitive advantage: implementing public policy; 9. International markets and customers; 10. Analysis of international competitors Part 3 How the Firm Enters International Markets 11. Entering international markets; 12. Exporting as strategy for international market entry; 13. Competitive alliances to enter international markets; 14. Entering international markets through foreign direct investment. Part 4 The International Marketing Programme 15. The consumer products firm in international markets; 16. The industrial products firm in international markets; 17. The services firm in international markets; 18. Managing international distribution channels. Part 5 Implementing the International Marketing Programme 19. Selling and negotiating in international markets; 20. Managing international marketing operations.