International Marketing,2002 Update / Edition 1by Michael Czinkota, Ilkka Ronkainnen
Pub. Date: 08/03/2001
International Marketing 2002 Update is a completely up-to-date text for one of the most dynamic upper level and graduate courses in the marketing department 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. This edition also includes updated vignettes within the chapter as well as brand new video cases!
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Table of ContentsPART I. The International Environment. 1. The International Marketing Imperative. 2. International Trade Institutions and U.S. Trade Policy. 3. The Cultural Environment. 4. The Economic Environment. 5. The Financial Environment. 6. The International Political Environment. PART II. Beginning International Marketing Activities. 7. Building the Knowledge Base. 8. The Export Process. 9. Export Intermediaries, Licensing, and Franchising. 10. Product Adaptation. 11. Export Pricing Strategies. 12. International Communications. 13. Channels and Distribution Strategies. PART III. Global Marketing Management. 14. Global Strategic Planning. 15. Global Market Expansion. 16. Product and Brand Management. 17. Services Marketing. 18. Global Pricing Strategies. 19. Logistics and Supply Chain Management. 20. Global Promotional Strategies. 21. Marketing Organization, Implementation, and Control. PART IV. International Marketing Strategies. 22. Countertrade. 23. Newly Emerging Markets 24. The Future.
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