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International marketing. / Michael R.Czinkota, Ilkka A. Ronkainen

By: Contributor(s): Material type: TextPublication details: New York : 2013.Edition: 10th edDescription: xxxv, 677 p. : illISBN:
  • 9781133588399
Subject(s): LOC classification:
  • HF1416.95
Contents:
Contents: PART 1: 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 2: 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 3: 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 -- PART 4: LEADERSHIP IN GLOBAL MARKETING. 16. Social networks and communication -- 17. Leadership, corporate social responsibility, and sustainability -- 18. New directions and challenges --
Summary: 'International Marketing' is 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 topics beginning with start-up operations, continuing with new market entry considerations.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF1416.95(10e) (Browse shelf(Opens below)) Available K/976/976/19

Includes index

Contents:
PART 1: 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 2: 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 3: 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 --
PART 4: LEADERSHIP IN GLOBAL MARKETING.
16. Social networks and communication --
17. Leadership, corporate social responsibility, and sustainability --
18. New directions and challenges --


'International Marketing' is 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 topics beginning with start-up operations, continuing with new market entry considerations.

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