Czinkota, Michael R. creator Ronkainen, IIkka A. text xx Boston, MA Cengage ©2023 2023 Eleventh edition monographic und

print

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. Michael R. Czinkota, Georgetown University, Ilkka A. Ronkainen, Georgetown University, Annie Peng Cui, West Virginia University. in English International marketing 658.84 C99i 2023 9780357445129 251212 20260803094233.0