Michael Czinkota, Ilkka Ronkainen

International Marketing

International Edition

• Broschiertes Buch

Produktbeschreibung

INTERNATIONAL MARKETING, 10E, International Edition is an innovative, up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. This in-depth text will prepare you to conquer the international business world!

Produktdetails

• Verlag: Cengage Learning EMEA / South Western College
• 10. Aufl.
• Seitenzahl: 720
• Erscheinungstermin: 14. September 2012
• Englisch
• Abmessung: 246mm x 189mm x 20mm
• Gewicht: 1454g
• ISBN-13: 9781133588399
• ISBN-10: 1133588395
• Artikelnr.: 36334251

Autorenporträt

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.

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.

Inhaltsangabe

Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.
1. The Global Environment.
2. International Trade Frameworks and Policy.
3. The Role of Culture.
4. The Economic Environment.
5. The Political and Legal Environments.
Part II: FINDING GLOBAL CUSTOMERS.
6. The Global Consumer.
7. Strategic Planning.
8. Analyzing People and Markets.
9. Market Entry and Expansion.
10. Organization for Global Marketing.
Part III: THE GLOBAL MARKETING MIX.
11. Product Management and Global Brands.
12. Marketing of Services.
13. Advertising, Promotion, and Sales.
14. Pricing Strategies and Tactics.
15. Global Distribution and Logistics.
Part IV: LEADERSHIP IN GLOBAL MARKETING.
16. Social Networks and Communication.
17. Leadership: Responsibility and Sustainability.
18. New Directions and Challenges.
Appendix. Finding Your Calling in Global Markets: Jobs and Careers.