Principles of International Marketing -- Paperback （Internatio）

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Principles of International Marketing -- Paperback （Internatio）

Czinkota, Michael R./ Ronkainen, Ilkka A.

Cengage Learning, Inc（2012/08発売）

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製本 Paperback:紙装版/ペーパーバック版
商品コード 9781133588399

Full Description

INTERNATIONAL MARKETING, 10E, International Edition 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!

Part IEnvironment. 2. International Trade Frameworks and Policy. 3. The Role of Culture. 4. The Economic Environment. 5. The Political and Legal Environments. Part II: FINDING GLOBAL CUSTOMERS. 6. The Global Consumer. 7. Strategic Planning. 8. Analyzing People and Markets. 9. Market Entry and Expansion. 10. Organization for Global Marketing. Part III: THE GLOBAL MARKETING MIX. 11. Product Management and Global Brands. 12. Marketing of Services. 13. Advertising, Promotion, and Sales. 14. Pricing Strategies and MARKETING. 16. Social Networks and Communication. 17. Leadership: Responsibility and Sustainability. 18. New Directions and Challenges. Appendix. Finding Your Calling in Global Markets: Jobs and Careers.