International Marketing Strategy (4th Edition)

Author: Frank Bradley (USA)
Publisher:
Publish Date: 2004-10-01
Features: This book combines the qualities of a textbook and an academic bestseller, serving as a teaching material for MBA or graduate students in marketing, or as a reference for corporate professionals. It unifies and integrates current research and management practices related to the field of international marketing, with a particular focus on the strategic development of businesses in international markets. The book elucidates concepts and theories from two aspects: real-world examples of companies in international marketing practices are woven throughout the book, and a series of chapter-specific examples selected from international marketing actions provide further details and case illustrations for international marketing practices.