01432nam a22002417a 4500 OSt 20210928102410.0 140411b xxu||||| |||| 00| 0 eng d 0324317026 LC HF1416.95 Czinkota, Michael R. International marketing. / Michael R.Czinkota, Ilkka A. Ronkainen 8th ed. New York: Thomson/South Western 2007. xxix, 646 p. : ill.; Includes glossary and index Contents: PART 1: THE INTERNATIONAL MARKETING ENVIRONMENT. 1. Global marketing imperatives -- 2. Trade institutions and trade policy -- 3. The cultural environment -- 4. The economic environment -- 5. The political and legal environment -- PART 2: FINDING GLOBAL CUSTOMERS. 6. Strategic planning -- 7. Marketing organization, implementation, and control -- 8. Research -- 9. Market entry and expansion -- PART 3: THE GLOBAL MARKETING MIX. 10. Product adaptation -- 11. Export pricing -- 12. Marketing communication-- 13. Distribution management -- PART 4: LEADERSHIP IN GLOBAL MARKETING. 14. Global product management and branding -- 15. Global services -- 16. Global logistics and materials management -- 17. Global pricing -- 18. Global promotional strategies -- Export marketing. Ronkainen, Iikka A. lcc BK 7774 15274 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-30 STM 0 HF1416.C95(8e) K/979/979/19 2021-09-28 00:00:00 2021-09-28 BK