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 --