Previous ed.: 2002.

Includes bibliographical references and index.

This book is structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. It is based on the most recent research. International Marketing Strategy, 5th Edition illustrates the full range of tasks facing the firm in todays competitive business environment. The 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. The book is truly international and has been written from the point of view of the firm competing in international markets irrespective of country of origin and is strongly research based. The fifth edition is relevant for final year undergraduates or postgraduates who already have a marketing management background. This book will also appeal to the manager who thinks strategically about the development and growth of the firm in international markets and to managers who wish to keep abreast of the most recent thinking in their specialized field.

Also available in printed form ISBN 9780273686880

Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.