International marketing / Michael R. Czinkota, Georgetown University, Ilkka A. Ronkainen, Georgetown University, Annie Peng Cui, West Virginia University.
Editor: Boston, MA : Cengage, [2023]Edición: Eleventh EditionDescripción: xxix, 604 pages : illustrations ; 28 cmTipo de contenido:- text
- unmediated
- volume
- 9780357445129
- HF1416 .C953 2023
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
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| Libro | Biblioteca de Mayagüez Colección General mb | HF1416 .C953 2023 (Navegar estantería(Abre debajo)) | c. 1 | Disponible | 50000003295911 |
Descripciones mejoradas de Syndetics:
Examine today's best practices and key issues impacting international marketing with the best-selling, upper-level international marketing text -- Czinkota/Ronkainen/Cui's INTERNATIONAL MARKETING, 11E. This innovative resource offers cutting-edge international marketing strategies and guidelines using the latest examples. You explore the range of international marketing topics, from start-up operations and new market entry considerations to key international issues confronting today's giant global marketers. Updates address international e-commerce and technology as well as the impact of culture and government on marketing throughout the world. Case studies highlight the latest marketing practices in real organizations, while Internet exercises focus on online opportunities. This in-depth coverage prepares you for success in today's international business world, whether you are an upcoming international marketer or practicing executive.
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.
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.