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Principles of international marketing

Covers topics ranging from beginning start-up operations to confronting giant global marketers. This title prepares you to conquer the international business world

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Bibliographic Details
Main Authors: Czinkota, Michael R. (Author), Ronkainen, Ilkka A. (Author)
Format: Book
Language:English
Published: Australia South-Western, Cengage Learning [2013]
Edition:Tenth edition
Subjects:
Export marketing
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Table of Contents:
  • Pt. 1. The international marketing environment: The global marketing imperative
  • The economic environment
  • Trade policy and institutions
  • The cultural environment
  • The legal and political environment
  • Cases 1: 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
  • pt. 2. International market entry and development: Strategic planning
  • Marketing organization, implementation, and control
  • Research
  • Market entry and expansion
  • Cases 2: Starting an import/export business
  • Water from Iceland
  • Damar International
  • pt. 3. Export marketing mix: Product adaptation
  • Export pricing
  • Marketing communication
  • Distribution management
  • Cases 3: Honeyland Manuka honey from New Zealand: an international new venture
  • Davila-Bond and the Latin American sweater market
  • Dr. Eris: cosmetics from Poland
  • Imaginarium
  • Joemarin Oy
  • pt. 4. The global marketing mix: Global product management and branding
  • Global services
  • Global logistics and materials management
  • Global pricing
  • Global promotional strategies
  • International marketing and the future
  • Cases 4: Polar-adidas
  • LPP-Reserved: growth of a fashion retailer in Central and Eastern Europe
  • International marketing and the NBA
  • Blood free diamonds
  • Nova Scotia
  • The F-18 Hornet offset
  • Video cases: pt. 1. Equal Exchange strives for equality through fair trade
  • Lonely Planet provides guidance to global explorers
  • pt. 2. Green Mountain Coffee Roasters
  • Doc Martens makes strides around the world
  • pt. 3. Goya helps Latinos maintain mealtime traditions
  • Global marketing at Evo
  • pt. 4. Whirlpool and the global appliance industry
  • ESPN's worldwide reach
  • BP: beyond petroleum.

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