Description
CENGAGE Principles Of International Marketing 9Th Edition 2010 by CZINKOTA, RONKAINEN
PRINCIPLES OF INTERNATIONAL MARKETING, 9e, 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 I: THE INTERNATIONAL MARKETING ENVIRONMENT.1. The Global Marketing Imperative.Appendix A: Basics of Marketing.Appendix B: Geographical Perspectives on International Marketing.2. The Economic Environment.3. Trade Policy and Institutions. 4. The Cultural Environment.5. The Legal and Political Environment.Cases: China: Forging a Global Reputation. The Catfish Dispute. IKEA. Car Financing in China. Should Dubai Take Over U.S. Ports?. Closing the MG Rover Plants: The Aftereffects.Part II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT.6. Strategic Planning.7. Marketing Organization, Implementation and Control.8. Research.9. Market Entry and Expansion.Cases: Starting and Import/Export Business. Water from Iceland. Damar International.Part III: EXPORT MARKETING MIX.10. Product Adaptation.11. Export Pricing.12. Marketing Communication.13. Distribution Management.Cases: Honeyland Manuka Honey from New Zealand. Davila-Bond and the Latin American Sweater Market. 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.19. International Marketing and the Future.Appendix A: Careers in International Marketing.Cases: Polar Adidas. LPP-Reserve: Growth of a Fashion Retailer. International Marketing and the NBA. Blood Free Diamonds. Nova Scotia. The F-18 Hornet Offset.