Book Description

The successful formula of simplifying a complex subject through a user-friendly style, a good balance of theory and implementation and the clear presentation of context, techniques and strategies, makes International Marketing Strategy the book of choice for undergraduate, postgraduate and MBA students and those taking the Chartered Institute of Marketing Diploma. ... Read more

Book Description

Bigwig Briefs: Online Advertising includes knowledge excerpts from some of the leading marketing and advertising executives in the world from companies such as Doubleclick, 24/7 Media, Advertising.com, Microstrategy, MyPoints, Viant and more. These highly acclaimed executives explain the secrets behind strategic planning, implementing, and maximizing your online advertising dollars. Bigwig Briefs: Online Advertising contains the best advice ever given in one place and is a must read for anyone involved in the marketing, advertising, or public relations world. ... Read more

Book Description

* Online Activities. Each chapter in this text has an Online Activities section tied to research activities using the Interactive Journal. By using the Interactive Journal to complete the exercises, readers can gain a better understanding of the chapter topics while becoming familiar with the features and strengths of the Interactive Journal.
* The purchase of the textbook allows the reader four months of access to the Wall Street Journal Interactive Edition.
* The Internet is unsurpassed in its ability to point readers to live examples of the main points.
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Book Description

Most companies recognise that customers are vital to their business. They take great pains in planning marketing campaigns and promotions. However, there is much more to attracting customers.

Maximising Profits is an all-encompassing guide in the area of customer relationship management. From altering customers’ attitudes to creating relationships on the Internet to enhancing loyalty, it gives detailed and structured guidelines in an uncertain field. The ideas presented are illustrated with numerous examples of both Asian and Western companies.

At a time when globalisation and the Internet provide many other options for the consumer, this book proves an invaluable manual for those who wish to continually attract and retain their customers. ... Read more

Book Description

Bringing together members of the former WTO Director General's advisory group (formed to provide expert advice before and after the Doha Ministerial Conference), nine experts explore issues pertinent to the ongoing progress in negotiations. The volume offers a comprehensive summary of key issues facing the WTO as it moves forward and should prove essential reading for trade negotiators and scholars concerned with the post-Cancoun agenda. ... Read more

Book Description

Unlike traditional texts that present a "4Ps overseas" approach, this text is the first to offer a truly strategic orientation to global marketing. Intended for an advanced course in international marketing, the book deals directly with issues facing today's global marketing managers. It provides readers with the competitive orientation and strategies necessary for initial market entry, market expansion, and global rationalization. Supporting the text content are numerous real-company examples as well as six in-depth cases that consider business activities in North America, Europe and Asia. ... Read more

Book Description

Small-and medium-sized manufacturing firms are commonly acknowledged to be the driving force in economic development. Oftentimes, the most crucial decision affecting their future growth is whether to expand into foreign markets, a decision that is inextricably linked to the method of market entry. Managing Export Entry and Expansion brings together prominent researchers representing ten countries to examine the most important issues related to how and why firms expand overseas. Presenting empirical studies conducted in the 1980's a time of sharp change in international trade, the contributors describe exporting as it is practiced by companies at different stages of development in different industries, and to and from different countries. In addition, the strategies discussed for achieving the best exporting results can be implemented by firms and by those responsible for stimulating exports, such as government and trade associations. ... Read more

Book Description

Global Marketing Strategiesearns high praise for its up-to-date coverage of the field, especially from instructors of graduate-level courses. In addition to the latest research, this text reinforces the importance of global strategic thinking, or the "global mindset," with current examples from well-known companies across Europe, Asia, and Africa, as well as both North and South America. The Sixth Edition continues to offer a practical focus on global marketing, highlighting the issues facing current managers such as e-commerce, the decline of internet-based businesses, the devaluation of assets sold on the stock market, emerging economies, the events of 9/11, and continued opposition to unlimited globalization.

The authors have revised the complete text, updating key concepts and examples with reference to numerous 2000–2002 academic and trade sources. Chapter 2, The Global Economy, features new statistics on world trade and growth rates, a discussion of the steel tariffs challenged by the EU and WTO, and the financial impact of 9/11. Other highlights include Chapter 3, Cultural and Social Forces, offering insightful business advice about Hindu and Moslem cultures; Chapter 4, Political and Legal Forces, examining how countries such as China use product standards to avoid poor-quality imports and how companies are dealing with executive kidnappings, one of the fastest-growing criminal practices in the world; and Chapter 10, Pricing for Global Markets, covering the management of transfer pricing in response to government audits.

• New! Revised annually, an updated casebook appears with every new copy of the Sixth Edition—and allows students to gain a better understanding of how products are developed and marketed through company-, product-, and industry-specific cases.
• New! As the result of changing industry practice, "international and global" references now appear as "global" and reinforce the text's more unified, worldwide character.
• New! Chapter 16, Organizing for Global Marketing, has been updated to reflect the changing role of global marketing organizations—enhancing discussions of concepts such as global mandates.
• New! Chapter 17, Planning and Controlling Global Marketing, now includes coverage of the latest corporate business strategies.
• Current sources from traditional U.S. publications—such as The Wall Street Journal, Marketing News, and Business Week—are complemented by references to international publications, including Business Europe, Far Eastern Economic Review, Nikkei Weekly, and The Asian Business Journal.

Reviews (1)

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 ... Read more

Book Description

Despite all we hear about the "borderless world", differing business customs and practices in fact continue to be invisible barriers to global trade. Cross-Cultural Business Behavior shows business executives how to overcome these unseen obstacles to international success. During his 33 years as a global manager and consultant Richard R. Gesteland lived in seven countries on four continents while negotiating over a thousand deals in 45 different cultures. In this practical guidebook he uses real-world cases to illustrate the key differences in global business behavior. And provides two dozen original Negotiator Profiles to help the reader get to Yes at bargaining tables anywhere in the world. ... Read more

Book Description

Book Description

WebQuester is a series of online interactive exercises covering approximately 20 core topics in international marketing. There are three to four Web sites per topic. These Web sites are monitored regularly to ensure they remain viable and current. Each Web site includes one to three multiple-choice questions, automatically graded by WebQuester. Each core topic includes two or three short-answer questions, and one to three essay questions to be graded by the professor. Introductory Web Research Exercises located on the site gives students an opportunity to practice finding their way around the Web, and to assess the quality and relevance of the material they find there before they begin using WebQuester. A 150 page Guidebook to the Web provides practical information and tips about such topics as: Searching the Web, Evaluating Information, Thinking Critically in a World of Information, and Computer Ethics. ... Read more