International Marketing 2002 Update 2002

by Czinkota, Michael R.; Ronkainen, Ilkka A.

• ISBN13: 9780030353895
• ISBN10: 0030353890
• Additional ISBN(s): 9780030330964, 9780324190465
• Edition: 1st
• Format: Paperback
• Copyright: 2002-06-07
• Publisher: South-Western College Pub
• More Book Details
• Purchase Benefits

Summary

International Marketing 2002 Update is a completely up-to-date text for one of the most dynamic upper level and graduate courses in the marketing department today. It offers the entire range of international marketing beginning with start-up operations, continuing with new market entry considerations and concluding with the international issues confronting giant global marketers. Special emphasis in this edition is given to the impact technology has had on the marketing world in the past few years. This edition also includes updated vignettes within the chapter as well as brand new video cases!

Table of Contents

PART I

The International Environment

1. The International Marketing Imperative

2. International Trade Institutions and U

Trade Policy

3. The Cultural Environment

4. The Economic Environment

5. The Financial Environment

6. The International Political Environment

PART II

Beginning International Marketing Activities

7. Building the Knowledge Base

8. The Export Process

9. Export Intermediaries, Licensing, and Franchising

10. Product Adaptation

11. Export Pricing Strategies

12. International Communications

13. Channels and Distribution Strategies

PART III

Global Marketing Management

14. Global Strategic Planning

15. Global Market Expansion

16. Product and Brand Management

17. Services Marketing

18. Global Pricing Strategies

19. Logistics and Supply Chain Management

20. Global Promotional Strategies

21. Marketing Organization, Implementation, and Control

PART IV

International Marketing Strategies

22. Countertrade

23. Newly Emerging Markets 24

The Future