International Marketing / Edition 10

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INTERNATIONAL MARKETING is an innovative, up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. This in-depth text will prepare you to conquer the international business world!

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Product Details

  • ISBN-13: 9781133627517
  • Publisher: Cengage Learning
  • Publication date: 8/13/2012
  • Edition number: 10
  • Pages: 720
  • Sales rank: 936,567
  • Product dimensions: 10.60 (w) x 8.50 (h) x 0.40 (d)

Meet the Author

Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University.

Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.

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Table of Contents

Part I: 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 II: 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 III: 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. Pare IV: LEADERSHIP IN GLOBAL MARKETING. 16: Social Networks and Communication. 17: Leadership, Corporate Social Responsibility, and Sustainability. 18: New Directions and Challenges. Appendix: Finding Your Calling: Jobs and Careers in International Marketing.

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  • Anonymous

    Posted January 3, 2014

    cust service a joke - ne really - it has to be a joke

    Working on getting the Trial version of this book open for 4 days. Meanwhile I received a Connect Card I ordered on Amazon via UPS Ground. Isn't the e-version supposed to be faster? Jeez

    Here is the end of my session today before they hung up on me:

    Hardy: How are we doing so far?

    Jim: just finished. Still the same result.

    Hardy: I see, I would suggest that you contact NOOK Study Support. Here is the number 918553108438.

    Jim: That's too many numbers

    Hardy: That is the number.

    Jim: Phone number are 10 digits. That's 12 numbers.

    Hardy: Yes, Just call number.

    Jim: Is it in the US? Is there a toll free version?

    Hardy: Yes.

    Jim: Yes to which question?

    Hardy: For all of your question.

    Jim: So than, what is the toll free number?

    Jim: *then

    Then he hung up on me>
    Chat session has been closed due to inactivity.

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