TY  - BOOK
AU  - Czinkota,Michael R.
AU  - Ronkainen,Ilkka A.
AU  - Cui,Peng
TI  - International marketing
SN  - 9780357445129
AV  - HF1416 .C953 2023
PY  - 2023///]
CY  - Boston, MA
PB  - Cengage
KW  - Export marketing
N1  - Includes bibliographical references and indexes; PART ONE. 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 TWO. 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 THREE. 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 FOUR. LEADERSHIP IN GLOBAL MARKETING -- 16. Social Networks and Engagement -- 17. Leadership, Corporate Social Responsibility, and Sustainability -- 18. New Directions and challenges -- Glossary -- Name index -- Company index -- Subject index
N2  - ntroduce today's best practices and emerging issues with one of the most widely used upper-level international marketing texts in the world -- Czinkota/Ronkainen/Cui's INTERNATIONAL MARKETING, 11E. This edition highlights the latest international marketing examples and guidelines as readers explore a range of international marketing topics. Students begin with start-up operations, study new market entry considerations and conclude by examining key international issues confronting giant global marketers. Readers study international e-commerce and technology as well as the impact of culture and government on marketing throughout the world. Case studies spotlight the latest marketing practices in real organizations, while Internet exercises encourage online marketing practice. With its in-depth coverage, this edition and supporting supplements are ideal for upper-level undergraduates, graduate students and even practicing executives
ER  -