International Marketing

ISBN-13: 9781408009239 / Angielski / Miękka / 2011

Michael Czinkota

Opis

International Marketing is aimed primarily at intermediate and advanced undergraduate and postgraduate students taking International Marketing modules. Due to its applied coverage, this book is also an excellent choice at MBA and post-experience levels. This 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.

Spis treści

PART I: THE INTERNATIONAL MARKETING ENVIRONMENT1. 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 environmentCases 1Managing the challenge of WTO participationFighting poverty through tradeIKEACar financing in ChinaPART II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT6. Strategic planning7. Marketing organization, implementation and control8. ResearchAppendix A: Information sources for marketing issuesAppendix B: The structure of a country commercial guide9. Market entry and expansionCases 2BBQ donut internationalization strategy by coincidencePolar-adidasParker Pen CompanyTeva Pharmaceuticals LtdPART III: EXPORT MARKETING MIX 10. Product adaptation 11. Export pricing 12. Marketing communication 13. Distribution management Cases 3Dr 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 4Oil for food Blood free diamonds The F-18 Hornet Offset

O autorze

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. 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.