TY  - BOOK
AU  - Bradley,Frank
TI  - International marketing strategy
SN  - 9780131495272 (pbk) :
U1  - 658.848 BRA 
PY  - 1995///
CY  - London
PB  - Prentice Hall
KW  - Export marketing
KW  - Management
KW  - Business strategy
KW  - thema
KW  - Sales & marketing
KW  - International marketing
N1  - Previous ed.: 1991; Includes bibliographical references and indexes; Part I The decision to internationalize: 1 International marketing in the firm -- 2 Theories of the firm in international markets -- 3 Internationalization of the firm -- 4 Stategic option for the firm in international markets -- Part II International marketing environment: 5 The socio-cultural environmant of the international marketing -- 6. Public policy environment of international marketing -- 7 Creating competitive advantage -- Part III How the firm enters international markets -- Gobel, regional and emerging markets -- 9 International markets and customers -- 10 Analysis of international competitors 11 Entering international markets -- 12 Exporting as strategy for international market entry -- 13 Competitive alliences to enter international markets -- 14 Entering international markets through foreign direct investment -- Part IV 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 -- Part V Implementing the international marketing programme -- 18 Managing international distribution channels -- 19 Selling and negotiating in international markets -- 20 Managing international marketing operations
ER  -