000			01832nam a22002417a 4500
003			OSt
005			20210923165144.0
008			140411b xxu||||| |||| 00| 0 eng d
020			_a9781133588399
040			_cLC
050			_aHF1416.95
100			_qCzinkota, Michael R.
245			_aInternational marketing. / _cMichael R.Czinkota, Ilkka A. Ronkainen
250			_a10th ed.
260			_aNew York : _c2013.
300			_axxxv, 677 p. : _bill.;
500			_aIncludes index
505			_aContents: 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 --
520			_a '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.
653			_a Export marketing.
700			_qRonkainen, Iikka A.
942			_2lcc _cBK
999			_c7762 _d15262