International marketing
By: Michael R. Czinkota, Ilkka A. Ronkainen
Contributors: Ronkainen, Ilkka A.
Publisher: Recording for the Blind & Dyslexic
Published: 2006
Place of publication: Princeton, NJ
Language: eng
Format: [sound recording] /
Subjects: Export marketing
Description: This text is designed primarily for the advanced undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education. The text is divided into four parts. First, the core concepts of international marketing are outlined, and the environmental forces that the international marketer has to consider are discussed. The second part focuses on international market entry and development.... Part Three addresses the elements of the marketing mix that are most important for firms at an initial level of the international experience. Part Four discusses the marketing management issues most relevant to the expanded global operations of multinational corporations. -Pref.
Notes: Originally published: Mason, OH : Thomson/South-Western, c2007. 8th ed.

Includes bibliographical references.

Distribution is restricted to RFB&D members who have a documented print disability such as a visual impairment, learning disability or other physical disability.
Table of contents: title: International environment: Global marketing imperative; Trade institutions and trade policy; Cultural environment; Economic environment; Political and legal environment; title: International market entry and development: Strategic planning; Marketing organization, implementation, and control; Research; title: Export marketing mix: Product adaptation; Export pricing; Marketing communication; Distribution management; title: Global marketing mix: Global product management and branding; Global services; Global logistics and materials management; Global pricing; Global promotional strategies; title: Glossary.