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International Marketing

Author(s): Michael R. Czinkota | Ilkka A. Ronkainen | Annie Peng Cui

ISBN: 9789353507664

11th Edition

Copyright: 2023

India Release: 2023

₹850

Binding: Paperback

Pages: 641

Trim Size: 279 x 216 mm

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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.

  • Discusses the impact of culture and government on marketing today.
  • Emphasizes the influence of policy issues and governments on international marketing worldwide.
  • Covers e-commerce and technology in marketing communications, channels, logistics, and research.
  • Includes recommended readings for further exploration of key topics.
  • Provides internet exercises for hands-on experience with global marketing issues.
  • Features real business cases from various geographic locations.
  • Examines the impact of the physical environment and geography on marketing.
  • Updated maps and an appendix address the relationship between geography and international marketing.

 

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.

Part 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.

Michael R. Czinkota

Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. He currently serves on the faculty of The McDonough School of Business at Georgetown University.

 

Ilkka Ronkainen

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.