Pub. Date:
Dryden Press FL
International Marketing / Edition 2

International Marketing / Edition 2

by Michael R. Czinkota, Ilkka A. Ronkainen


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This undergraduate textbook identifies the cultural and economic forces that impact international trade, the activities central to international marketing planning, and marketing management issues relevant to the expanded global operations of multinational corporations. The seventh edition includes updated material on international trade policy. Annotation ©2003 Book News, Inc., Portland, OR

Product Details

ISBN-13: 9780030322396
Publisher: Dryden Press FL
Publication date: 01/28/1990
Edition description: 2nd ed
Pages: 672

About 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.

Table of Contents

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 and Legal Environment. II. Beginning International Marketing Activities. 7. Building the Knowledge Base. 8. The Export Process. 9. Licensing, Franchising, and Export Intermediaries. 10. Product Adaptation. 11. Export Pricing Strategies. 12. International Communications. 13. Channels and Distribution Strategies. 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. 20. Global Promotional Strategies. 21. Marketing Organization, Implementation, and Control. IV. International Marketing Transitions. 22. Countertrade. 23. Newly Emerging Markets. 24. The Future.

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