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International Marketing, 1st Edition

Michael R. Czinkota, Ilkka A. Ronkainen, Gilbert Zvobgo

  • Copyright 2011
  • {{checkPublicationMessage('Published', '2011-02-25T00:00:00+0000')}}
Starting At £49.99 See pricing and ISBN options
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International Marketing 1st Edition by Michael R. Czinkota/Ilkka A. Ronkainen/Gilbert Zvobgo
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Overview

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.

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Meet the Authors

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Michael R. Czinkota

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 A. Ronkainen

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.

Gilbert Zvobgo

Gilbert Zvobgo is a Lecturer in Marketing at London South Bank University, London, United Kingdom. He has been teaching International Marketing, Marketing Research, Retailing Marketing, Advertisement and Promotion, Business Ethics, Small Business and Enterpreneurship and Management in Context since 2001. Dr Zvobgo was a guest speaker at Middle Georgia College, Cochran, Georgia, US in 2006. He has reviewed books for Journal of Management Studies. He has publised Conference papers and is a reviewer for the Academy of Marketing and and a Reviewing Editor for the Journal of Business and Retail Management Research.

Table of Contents

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PART I: THE INTERNATIONAL MARKETING ENVIRONMENT
1. The global marketing imperative
Appendix A: Basics of marketing
Appendix B: Geographical perspectives on international marketing
2. Trade institutions and trade policy
3. The cultural environment
4. The economic environment
5. The political and legal environment
Cases 1
Managing the challenge of WTO participation
Fighting poverty through trade
IKEA
Car financing in China
PART II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT
6. Strategic planning
7. Marketing organization, implementation and control
8. Research
Appendix A: Information sources for marketing issues
Appendix B: The structure of a country commercial guide
9. Market entry and expansion
Cases 2
BBQ donut – internationalization strategy by coincidence
Polar-adidas
Parker Pen Company
Teva Pharmaceuticals Ltd
PART III: EXPORT MARKETING MIX
10. Product adaptation
11. Export pricing
12. Marketing communication
13. Distribution management
Cases 3
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
Appendix: Careers in international marketing
Cases 4
Oil for food
Blood free diamonds
The F-18 Hornet Offset

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  • ISBN-10: 1408044943
  • ISBN-13: 9781408044940
  • RETAIL £49.99

  • ISBN-10: 1408056291
  • ISBN-13: 9781408056295
  • RETAIL £51.50

  • ISBN-10: 1408045672
  • ISBN-13: 9781408045671
  • RETAIL £51.50

  • ISBN-10: 1408009234
  • ISBN-13: 9781408009239
  • RETAIL £83.99
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Students: Buy now