Simply Visual Basic 2010 / Edition 4

Overview


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: 9780132990622
  • Publisher: Pearson Education
  • Publication date: 4/2/2012
  • Sold by: Barnes & Noble
  • Format: eTextbook
  • Edition number: 4
  • Pages: 896
  • File size: 15 MB
  • Note: This product may take a few minutes to download.

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. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis, support of trade negotiations and retaliatory actions, and policy coordination for international finance, investment, and monetary affairs. 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

Preface
Acknowledgments
About the Authors
Pt. 1 The International Environment
Ch. 1 The International Marketing Imperative 2
Ch. 2 International Trade Institutions and Trade Policy 30
Ch. 3 The Cultural Environment 56
Ch. 4 The Economic Environment 88
Ch. 5 The International Political and Legal Environment 130
Pt. 2 Beginning International Marketing Activities
Ch. 6 Building the Knowledge Base 186
Ch. 7 Exporting, Licensing, and Franchising 224
Ch. 8 Product Adaptation 246
Ch. 9 Export Pricing Strategies 272
Ch. 10 International Communications 304
Ch. 11 Channels and Distribution Strategies 332
Pt. 3 Global Marketing Management
Ch. 12 Global Strategic Planning 396
Ch. 13 Global Market Expansion 420
Ch. 14 Product and Brand Management 438
Ch. 15 Services Marketing 464
Ch. 16 Global Pricing Strategies 484
Ch. 17 Logistics and Supply Chain Management 508
Ch. 18 Global Promotional Strategies 536
Ch. 19 Marketing Organization, Implementation, and Control 568
Ch. 20 The Future 598
References
Glossary
Index
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