000 | 01832nam a22002417a 4500 | ||
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003 | OSt | ||
005 | 20210923165144.0 | ||
008 | 140411b xxu||||| |||| 00| 0 eng d | ||
020 | _a9781133588399 | ||
040 | _cLC | ||
050 | _aHF1416.95 | ||
100 | _qCzinkota, Michael R. | ||
245 |
_aInternational marketing. / _cMichael R.Czinkota, Ilkka A. Ronkainen |
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250 | _a10th ed. | ||
260 |
_aNew York : _c2013. |
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300 |
_axxxv, 677 p. : _bill.; |
||
500 | _aIncludes index | ||
505 | _aContents: 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 -- | ||
520 | _a '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. | ||
653 | _a Export marketing. | ||
700 | _qRonkainen, Iikka A. | ||
942 |
_2lcc _cBK |
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999 |
_c7762 _d15262 |