| Description |
xxviii, 699 pages, 24 unnumbered pages : illustrations, maps ; 29 cm |
| Contents |
Part 1: The International Marketing Environment -- The Global Marketing Imperative -- Basics of Marketing -- Geographical Perspectives on International Marketing --Trade Institutions and Trade Policy -- The Cultural Environment -- The Economic Environment -- The Political and Legal Environment -- 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 -- Part 2: International Market Entry and Development -- Strategic Planning -- Marketing Organization, Implementation and Control -- Research -- Information Sources for Marketing Issues -- The Structure of a Country Commercial Guide -- Market Entry and Expansion -- Starting an Import/Export Business -- Water from Iceland -- Damar International -- Parker Pen Company -- Exporting Chopsticks to Japan -- |
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Part 3: Export Marketing Mix -- Product Adaptation -- Export Pricing -- Marketing Communications -- Distribution Management -- 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 -- Part 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 theFuture -- Careers in international Marketing -- Polar-Adidas -- LPP-Reserved Growth Strategies 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 -- Equal Exchange Strives for Equality through Fair Trade -- Green Mountain Coffee Roasters -- Doc Martens Makes Strides around the World -- Goya Helps Latinos Maintain Mealtime Traditions -- Gloabl Marketing at Evo -- Whilrpool and the Global Appliance Industry -- ESPN's Worldwide Reach -- BP: Environment and Sustainability -- Notes -- Glossary -- Indexes |
| Summary |
This book examines international market entry and development, the elements of the marketing mix most important for firms at an initial level of the international experience, and marketing management for the expanded global operations of multinational corporations |
| Notes |
Previous ed. c2007 |
| Bibliography |
Includes bibliographical references and indexes |
| SUBJECT |
Global marketing perspectives. http://id.loc.gov/authorities/names/n95116961
|
| Subject |
Export marketing.
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| Author |
Ronkainen, Ilkka A.
|
| LC no. |
2009929199 |
| ISBN |
9781439040584 (hbk.) |
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