Annie Cui: International Marketing

Cover: 9780357445129 | International Marketing | Annie Cui (u. a.) | Taschenbuch | Englisch

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Sprache: Englisch

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Beschreibung

Examine today's best practices and key issues impacting international marketing with the best-selling, upper-level international marketing text -- Czinkota/Ronkainen/Cui's INTERNATIONAL MARKETING, 11E. This innovative resource offers cutting-edge international marketing strategies and guidelines using the latest examples. You explore the range of international marketing topics, from start-up operations and new market entry considerations to key international issues confronting today's giant global marketers. Updates address international e-commerce and technology as well as the impact of culture and government on marketing throughout the world. Case studies highlight the latest marketing practices in real organizations, while Internet exercises focus on online opportunities. This in-depth coverage prepares you for success in today's international business world, whether you are an upcoming international marketer or practicing executive.

Zusammenfassung

Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University.
Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.

Inhaltsverzeichnis

Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.1: Global Environmental Drivers.2: International Trade Frameworks and Policy.3: The Role of Culture.4: The Economic Environment.5: The Political and Legal [...] II: FINDING GLOBAL CUSTOMERS.6: Consumer, Industrial, and Government Markets.7: Strategic Planning.8: Analyzing People and Markets.9: Market Entry and Expansion.10: Marketing Organization, Implementation, and [...] III: THE GLOBAL MARKETING MIX.11: Product Management and Global Brands.12: Global Marketing of Services.13: Advertising, Promotion, and Sales.14: Pricing Strategies and Tactics.15: Global Distribution and [...] IV: LEADERSHIP IN GLOBAL MARKETING.16: Social Networks and Communication.17: Leadership, Corporate Social Responsibility, and Sustainability.18: New Directions and Challenges.Appendix: Finding Your Calling: Jobs and Careers in International Marketing.

Details

Erscheinungsjahr:	2022
Fachbereich:	Betriebswirtschaft
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9780357445129
ISBN-10:	0357445120
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Cui, Annie Ronkainen, Ilkka Czinkota, Michael
Auflage:	11. Auflage
Hersteller:	Cengage Learning, Inc
Verantwortliche Person für die EU:	Zeitfracht Medien GmbH, Ferdinand-Jühlke-Str. 7, D-99095 Erfurt, produktsicherheit@zeitfracht.de
Maße:	275 x 214 x 27 mm
Von/Mit:	Annie Cui (u. a.)
Erscheinungsdatum:	11.02.2022
Gewicht:	1,36 kg