International Marketing, 8th edition

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Book DescriptionPublication Date: August 18, 2006 | ISBN-10: 0324317026 | ISBN-13: 978-0324317022 | Edition: 8INTERNATIONAL MARKETING is an innovative up-to-date text ideal for anyone seeking success in this fast...
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Book Description

Publication Date: August 18, 2006 | ISBN-10: 0324317026 | ISBN-13: 978-0324317022 | Edition: 8
INTERNATIONAL MARKETING 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. With this in-depth text, you will be prepared to conquer the international business world!


Editorial Reviews

About the Author

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.

Product Details

Most Helpful Customer Reviews
6 of 7 people found the following review helpful
This textbook is organized into three major sections:
Part One: The International Environment - includes chapters on the concept of global marketing, the world economy, foreign economies, the people of the world and the political-legal environment.
Part Two: International Marketing Management - includes chapters on global marketing strategy, international marketing intelligence, product policy, new product development, foreign market entry, foreign market channels and global logistics, promotion and advertising, pricing, and marketing of services.
Part Three: Coordinating International Marketing - includes chapters on planning, organizing and control of international marketing, information technology and the future of international marketing.
The text is liberally sprinkled with interesting and relevant illustrations, case studies and examples. As either a textbook or reference source, it is an excellent up-to-date overview on every aspect of international marketing.
My only criticism is that the page after page of dense text could have been enlivened considerably with the use of color graphics and illustrations.
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3 of 4 people found the following review helpful
3.0 out of 5 stars International Marketing Terpstra April 16, 2000
A prescribed text book for MBA students. Unfortunately I found it somewhat lacking in depth and had to resort to others.


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