Czinkota, Michael R. creator Ronkainen, Iikka A. text xxu New York Thomson/South Western 2007 8th ed. monographic eng

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xxix, 646 p. : ill.; 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 -- Michael R.Czinkota, Ilkka A. Ronkainen Includes glossary and index Export marketing. HF1416.95 0324317026 140411 20210928102410.0