International Marketing Strategy (4th Edition)

Rating:
Summary: Solid Textbook
Review: 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

Rating:
Summary: Solid Textbook
Review: 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