Principles of International Marketing, International Edition (with InfoTrac (R))

Description

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!

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. 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.

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.