International Marketing / Edition 6

International Marketing / Edition 6

by Michael Czinkota, Ilkka A. Ronkainen
     
 

ISBN-10: 0030313783

ISBN-13: 9780030313783

Pub. Date: 10/02/2000

Publisher: South-Western

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 beginning with start-up operations, continuing with new market entry considerations and concluding with the international issues confronting giant global marketers. Special emphasis in this…  See more details below

Overview

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 beginning with start-up operations, continuing with new market entry considerations and concluding with the international issues confronting giant global marketers. Special emphasis in this edition is given to the impact technology has had on the marketing world in the past few years.

Product Details

ISBN-13:
9780030313783
Publisher:
South-Western
Publication date:
10/02/2000
Series:
Marketing Series
Edition description:
Older Edition
Pages:
880
Product dimensions:
8.83(w) x 11.21(h) x 1.42(d)

Related Subjects

Table of Contents

Preface
Pt. 1The International Environment
Ch. 1The International Marketing Imperative2
Ch. 2International Trade Institutions and U.S. Trade Policy30
Ch. 3The Cultural Environment62
Ch. 4The Economic Environment93
Ch. 5The Financial Environment141
Ch. 6The International Political and Legal Environment168
Cases Part One
Pt. 2Beginning International Marketing Activities
Ch. 7Building the Knowledge Base238
Ch. 8The Export Process282
Ch. 9Product Adaptation305
Ch. 10Export Pricing Strategies335
Ch. 11International Communications359
Ch. 12Channels and Distribution Strategies383
Ch. 13Licensing, Franchising, and Export Intermediaries421
Cases Part Two
Pt. 3Global Marketing Management
Ch. 14Global Strategic Planning494
Ch. 15Global Market Expansion516
Ch. 16Product and Brand Management539
Ch. 17Services Marketing565
Ch. 18Global Pricing Strategies593
Ch. 19Logistics611
Ch. 20Global Promotional Strategies638
Ch. 21Marketing Organization, Implementation, and Control670
Cases Part Three
Pt. 4International Marketing Transitions
Ch. 22Countertrade746
Ch. 23Newly Emerging Markets769
Ch. 24The Future795
Cases Part Four
Name IndexI-4
Subject IndexI-6

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