International Marketing
Michael Czinkota author Ilkka Ronkainen author Gilbert Zvobgo author
Format:Paperback
Publisher:Cengage Learning EMEA
Published:25th Feb '11
Currently unavailable, and unfortunately no date known when it will be back
International Marketing is aimed primarily at intermediate and advanced undergraduate and postgraduate students taking International Marketing modules. Due to its applied coverage, the book is also an excellent choice at MBA and post-experience levels. The book covers the entire range of international marketing topics, logically divided into four Parts: • Part One outlines the core concepts of international marketing, and discuses the environmental forces which the international marketer has to consider. • Part Two focuses on international market entry and development, addressing strategic planning for internationalisation, including preparing (through research) and executing the entry. • Part Three addresses the elements of the marketing mix that are most important for firms at the initial stage of internationalisation • Part Four discusses the marketing management issues most relevant to the expanded global operations of multinational corporations.
PART I: THE INTERNATIONAL MARKETING ENVIRONMENT 1. The global marketing imperative Appendix A: Basics of marketing Appendix B: Geographical perspectives on international marketing 2. Trade institutions and trade policy 3. The cultural environment 4. The economic environment 5. The political and legal environment Cases 1 Managing the challenge of WTO participation Fighting poverty through trade IKEA Car financing in China PART II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT 6. Strategic planning 7. Marketing organization, implementation and control 8. Research Appendix A: Information sources for marketing issues Appendix B: The structure of a country commercial guide 9. Market entry and expansion Cases 2 BBQ donut - internationalization strategy by coincidence Polar-adidas Parker Pen Company Teva Pharmaceuticals Ltd PART III: EXPORT MARKETING MIX 10. Product adaptation 11. Export pricing 12. Marketing communication 13. Distribution management Cases 3 Dr Eris: Cosmetics from Poland Imaginarium Joemarin Oy PART IV: THE GLOBAL MARKETING MIX 14. Global product management and branding 15. Global services 16. Global logistics and materials management 17. Global pricing 18. Global promotional strategies Appendix: Careers in international marketing Cases 4 Oil for food Blood free diamonds The F-18 Hornet Offset
ISBN: 9781408009239
Dimensions: 18mm x 219mm x 277mm
Weight: 1230g
752 pages
New edition