International marketing /
Czinkota, Michael R.
International marketing / Michael R. Czinkota, Georgetown University, Ilkka A. Ronkainen, Georgetown University, Annie Peng Cui, West Virginia University. - Eleventh edition - Boston, MA : Cengage, ©2023. - xxix, 604 pages: illustrations 28 cm
Part I: 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 II: 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 III: 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.Pare IV: LEADERSHIP IN GLOBAL MARKETING.16: Social Networks and Communication.17: Leadership, Corporate Social Responsibility, and Sustainability.18: New Directions and Challenges.Appendix: Finding Your Calling: Jobs and Careers in International Marketing.
in English
9780357445129
International marketing
658.84 C99i 2023
International marketing / Michael R. Czinkota, Georgetown University, Ilkka A. Ronkainen, Georgetown University, Annie Peng Cui, West Virginia University. - Eleventh edition - Boston, MA : Cengage, ©2023. - xxix, 604 pages: illustrations 28 cm
Part I: 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 II: 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 III: 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.Pare IV: LEADERSHIP IN GLOBAL MARKETING.16: Social Networks and Communication.17: Leadership, Corporate Social Responsibility, and Sustainability.18: New Directions and Challenges.Appendix: Finding Your Calling: Jobs and Careers in International Marketing.
in English
9780357445129
International marketing
658.84 C99i 2023