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INTERNATIONAL MARKETING

CZINKOTA, MICHAEL R. , RONKAINEN, ILKKA A.

2007

BOOK
Category

INTERNATIONAL MARKETING

Abstract INTERNATIONAL MARKETING IS AIMED PRIMARILY AT INTERMEDIATE AND ADVANCED UNDERGRADUATE AND POSTGRADUATE STUDENTS TAKING INTERNATIONAL MARKETING MODULES. DUE TO ITS APPLIED COVERAGE, THE BOOK IS ALSO AN EXCELLENT CHOICE AT MBA AND POST-EXPERIENCE LEVELS.THE BOOK COVERS THE ENTIRE RANGE OF INTERNATIONAL MARKETING TOPICS, LOGICALLY DIVIDED INTO FOUR PARTS:- PART ONE OUTLINES THE CORE CONCEPTS OF INTERNATIONAL MARKETING, AND DISCUSES THE ENVIRONMENTAL FORCES WHICH THE INTERNATIONAL MARKETER HAS TO CONSIDER.- PART TWO FOCUSES ON INTERNATIONAL MARKET ENTRY AND DEVELOPMENT, ADDRESSING STRATEGIC PLANNING FOR INTERNATIONALISATION, INCLUDING PREPARING (THROUGH RESEARCH) AND EXECUTING THE ENTRY.- PART THREE ADDRESSES THE ELEMENTS OF THE MARKETING MIX THAT ARE MOST IMPORTANT FOR FIRMS AT THE INITIAL STAGE OF INTERNATIONALISATION- PART FOUR DISCUSSES THE MARKETING MANAGEMENT ISSUES MOST RELEVANT TO THE EXPANDED GLOBAL OPERATIONS OF MULTINATIONAL CORPORATIONS.

ISBN 0324317026
Author(s) CZINKOTA, MICHAEL R. , RONKAINEN, ILKKA A.
Credits
Edition 8TH ED.
Year 2007
Publisher THOMSON, SOUTH WESTERN
Type BOOK
Keywords INTERNATIONAL MARKETING
Language English
Collation 646 P., 30CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol J 3 No A 01/01/1970