International marketing. /
Michael R.Czinkota, Ilkka A. Ronkainen
- 10th ed.
- New York : 2013.
- xxxv, 677 p. : ill.;
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.