International marketing. / Michael R.Czinkota, Ilkka A. Ronkainen - 8th ed. - New York: Thomson/South Western 2007. - xxix, 646 p. : ill.;
Includes glossary and index
Contents:
PART 1: THE INTERNATIONAL MARKETING ENVIRONMENT.
1. Global marketing imperatives --
2. Trade institutions and trade policy --
3. The cultural environment --
4. The economic environment --
5. The political and legal environment --
PART 2: FINDING GLOBAL CUSTOMERS.
6. Strategic planning --
7. Marketing organization, implementation, and control --
8. Research --
9. Market entry and expansion --
PART 3: THE GLOBAL MARKETING MIX.
10. Product adaptation --
11. Export pricing --
12. Marketing communication--
13. Distribution management --
PART 4: LEADERSHIP IN GLOBAL MARKETING.
14. Global product management and branding --
15. Global services --
16. Global logistics and materials management --
17. Global pricing --
18. Global promotional strategies --
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Export marketing.
HF1416.95