International marketing. / Michael R.Czinkota, Ilkka A. Ronkainen
Material type:
TextPublisher: New York : 2013Edition: 10th edDescription: xxxv, 677 p. : illISBN: 9781133588399Subject(s): Export marketingLOC classification: HF1416.95| Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.95(10e) (Browse shelf) | Available | K/976/976/19 |
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| HF5548.S35(11e) Electronic commerce. / | HF1416.K44(6e) Global marketing. / | HF1416.K441(6e) Global marketing. / | HF1416.95(10e) International marketing. / | HB172.5.M35(6e) Brief principles of macroeconomics. / | HF5438.25.C35(8e) Selling: building partnerships. / | HF1416.K44(8e) Global marketing. / |
Includes index
Contents:
PART 1: THE INTERNATIONAL MARKETING ENVIRONMENT.
1. Global environmental drivers --
2. International trade frameworks and policy --
3. The role of culture --
4. The economic environment --
5. The political and legal environment --
PART 2: FINDING GLOBAL CUSTOMERS.
6. Consumer, industrial, and government markets --
7. Strategic planning --
8. Analyzing people and markets --
9. Market entry and expansion --
10. Marketing organization, implementation, and control --
PART 3: THE GLOBAL MARKETING MIX.
11. Product management and global brands --
12. Global marketing of services --
13. Advertising, promotion, and sales --
14. Pricing strategies and tactics --
15. Global distribution and logistics --
PART 4: LEADERSHIP IN GLOBAL MARKETING.
16. Social networks and communication --
17. Leadership, corporate social responsibility, and sustainability --
18. New directions and challenges --
'International Marketing' is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations.
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