Examine today's best practices and key issues impacting international marketing with the best-selling, upper-level international marketing text -- Czinkota/Ronkainen/Cui's INTERNATIONAL MARKETING, 11E. This innovative resource offers cutting-edge international marketing strategies and guidelines using the latest examples. You explore the range of international marketing topics, from start-up operations and new market entry considerations to key international issues confronting today's giant global marketers. Updates address international e-commerce and technology as well as the impact of culture and government on marketing throughout the world. Case studies highlight the latest marketing practices in real organizations, while Internet exercises focus on online opportunities. This in-depth coverage prepares you for success in today's international business world, whether you are an upcoming international marketer or practicing executive.
Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.
1: Global Environmental Drivers.
2: International Trade Frameworks and Policy.
3: The Role of Culture.
4: The Economic Environment.
5: The Political and Legal Environment.
Part II: FINDING GLOBAL CUSTOMERS.
6: Consumer, Industrial, and Government Markets.
7: Strategic Planning.
8: Analyzing People and Markets.
9: Market Entry and Expansion.
10: Marketing Organization, Implementation, and Control.
Part III: THE GLOBAL MARKETING MIX.
11: Product Management and Global Brands.
12: Global Marketing of Services.
13: Advertising, Promotion, and Sales.
14: Pricing Strategies and Tactics.
15: Global Distribution and Logistics.
Pare IV: LEADERSHIP IN GLOBAL MARKETING.
16: Social Networks and Communication.
17: Leadership, Corporate Social Responsibility, and Sustainability.
18: New Directions and Challenges.
Appendix: Finding Your Calling: Jobs and Careers in International Marketing.
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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.
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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.
- Annie Cui
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TODAY'S MOST UP-TO-DATE INTERNATIONAL MARKETING EXAMPLES DEMONSTRATE BEST PRACTICES IN ACTION. The authors have updated examples throughout all of this edition's chapters. New and revised case studies and brief spotlights of best practices highlight the latest developments in international marketing today. You can use these recent examples in class discussions, in assignments or as part of online discussion boards.
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RECOMMENDED READINGS ALLOW STUDENTS TO BUILD UPON TOPICS IN THE TEXT. The authors have carefully curated additional resources and recommended readings at the end of each chapter for students who wish to explore key topics in more detail. You can assign these readings as class requirements, or use these suggestions as additional optional resources.
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INTERNET EXERCISES PROVIDE ONLINE INTERNATIONAL MARKETING EXPERIENCES FOR READERS. Each chapter concludes with a specially designed Internet marketing exercise that addresses and gives students an opportunity to work with global issues that are emerging in marketing today.
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TOPICS FOCUSED ON E-COMMERCE AND TECHNOLOGY PREPARE READERS FOR CHALLENGES AND SUCCESS. This edition thoroughly integrates discussions about the impact of technology and e-commerce on all aspects of international marketing today. Students discuss e-commerce or technology at work within marketing communications, marketing channels, logistics and research.
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CONTENT DISCUSSES THE IMPACT OF CULTURE AND GOVERNMENT ON MARKETING TODAY. The authors highlight how various international cultures affects business decisions in marketing. This edition also emphasizes how various policy issues and the increasing influence of governments are impacting international marketing in all parts of the world.
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THE LATEST FIGURES AND TABLES CLARIFY TRENDS AND SUPPORT EXAMPLES. Each chapter's content, including tables, figures, maps and examples, are thoroughly updated to accurately present the latest marketing changes affecting the world today.
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CAPTIVATING CONTENT EXAMINES THE IMPACT OF THE PHYSICAL ENVIRONMENT AND GEOGRAPHY ON MARKETING. The most recent maps, including electronic maps, place updated content within the context of social and economic data. A helpful appendix directly addresses the relationship between geography and international marketing today.
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CASES FEATURE REAL BUSINESS SITUATIONS. These cases explore a variety of topics as they each introduce a real business situation. All cases focus on the marketing and business activities of actual companies and encompass a broad geographic spectrum.
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