Principles of international marketing /
By: Czinkota, Michael R
.
Contributor(s): Ronkainen, Ilkka A
.
Publisher: Australia : South-Western, Cengage Learning, 2010Edition: 9th ed., int. ed.Description: xxviii, 693, [24] pages : illustrations (some color) ; 28 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 1439041377; 9781439041376:; 9781439041376.Subject(s): Export marketing![](/opac-tmpl/bootstrap/images/filefind.png)
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Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.84 CZI (Browse shelf(Opens below)) | 1 | Available | M026900 |
Includes bibliographical references and indexes.
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.
'Principles of International Marketing' is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations.