Czinkota, Michael R.

International marketing / Michael R. Czinkota, Ilkka A. Ronkainen. - 8th ed. - New Delhi : Thomson/South-Western, c2007. - xxx, [646 p.] :. ill. : ; 28 cm.

Includes bibliographical references and indexes.

1. The international marketing imperative -- 2. International trade institutions and trade policy --3. The cultural environment -- 4. The economic environment -- 5. The international political and legal environment --6. Building the knowledge base -- 7. Exporting, licensing, and franchising -- 8. Product adaptation -- 9. Export pricing strategies -- 10. International communications -- 11. Channels and distribution strategies -- 12. Global strategic planning -- 13. Global market expansion -- 14. Product and brand management -- 15. Services marketing -- 16. Global pricing strategies -- 17. Logistics and supply chain management -- 18. Global promotional strategies -- 19. Marketing organization, implementation, and control -- 20. The future -- Cases -- Video case.



9788131501610


Export marketing.
Marketing, International.

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