Frank Bradley Livres

Very few competing texts in the academic arena focus directly on the customer. Many follow the old -fashioned marketing mix approach based on the four Ps or give little emphasis to the wider context of marketing. This book, however, is truly customer focused with a unique emphasis on the three reasons for the existence of the firm - to provide, communicate and deliver value. In today's fast moving environment, marketing is one of the most, if not the most important functions of any successful organization. Students will learn in this book how to analyzing the customer base and strive to meet and excel customer expectations more effectively than the competition.

A complete examination of how the company internationalizes its operations from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. Also describes how international marketing strategies are implemented through selling and negotiations.