Global Marketing: Foreign Entry, Market Development & Strategy Implementation

Paperback | March 24, 2008

byMichael R. Czinkota, Ilkka A. Ronkainen, Carlyle Farrell

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Global Marketing covers the full-spectrum of issues that Canadian companies face as they compete in an integrated global marketing environment. From start-up operations to the formation of virtual alliances, this textbook offers a thorough discussion of the operations of multinational corporations, as well as a specific focus on the activities of small and medium-sized firms which are increasingly major players in the international market.

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Global Marketing covers the full-spectrum of issues that Canadian companies face as they compete in an integrated global marketing environment. From start-up operations to the formation of virtual alliances, this textbook offers a thorough discussion of the operations of multinational corporations, as well as a specific focus on the a...

Format:PaperbackDimensions:704 pages, 10.88 × 8.5 × 1 inPublished:March 24, 2008Publisher:Nelson College IndigenousLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0176104062

ISBN - 13:9780176104061

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Table of Contents

Chapter 1: The Global EnvironmentChapter 2: International Trade Policy and Trade NegotiationsChapter 3: The Role of Culture in Global MarketingChapter 4: The Economic EnvironmentChapter 5: The Political and Legal EnvironmentsChapter 6: Strategic PlanningChapter 7: Global Marketing ResearchChapter 8: Foreign Market Entry StrategiesChapter 9: Product Strategies and Global Brand ManagementChapter 10: International Marketing of ServicesChapter 11: Global Pricing StrategiesChapter 12: Global DistributionChapter 13: Global Advertising and Sales PromotionChapter 14: Global Salesforce ManagementChapter 15: Organization and Management of Foreign Market OperationsChapter 16: International NegotiationsChapter 17: The Future of Global Marketing