International Marketing

Häftad, Engelska, 2012

Av Michael Czinkota, Ilkka Ronkainen, Michael (Georgetown University) Czinkota, Ilkka (Georgetown University) Ronkainen

1 529 kr

Tillfälligt slut

Finns i fler format (2)

Häftad

1 359 kr

Skickas inom 5-8 vardagar

Häftad

1 689 kr

Skickas inom 7-10 vardagar

INTERNATIONAL MARKETING is an innovative, up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. This in-depth text will prepare you to conquer the international business world!

Produktinformation

Utgivningsdatum2012-08-13
Mått84 x 13 x 108 mm
Vikt1 540 g
FormatHäftad
SpråkEngelska
Antal sidor720
Upplaga10
FörlagCengage Learning
ISBN9781133627517

Tillhör följande kategorier

Nationalekonomi inom Ekonomi och ledarskap

Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University. Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.

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.