000			03075cam a2200349 i 4500
001			22010606
003			OSt
005			20240215114720.0
008			210426s2023 maua b 001 0 eng
010			_a 2021908552
020			_a9780357445129 _q(pbk)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF1416 _b.C953 2023
100	1		_aCzinkota, Michael R., _eauthor.
245	1	0	_aInternational marketing / _cMichael R. Czinkota, Georgetown University, Ilkka A. Ronkainen, Georgetown University, Annie Peng Cui, West Virginia University.
250			_aEleventh Edition
264		1	_aBoston, MA : _bCengage, _c[2023].
300			_axxix, 604 pages : _billustrations ; _c28 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and indexes.
505			_aPART 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.
520			_antroduce 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.
650		0	_aExport marketing.
700	1		_aRonkainen, Ilkka A., _eauthor.
700	1		_aCui, Peng, _d1976- _eauthor.
906			_a7 _bcbc _corignew _d3 _eepcn _f20 _gy-gencatlg
942			_2lcc _c29
999			_c301723 _d301723