The Global Marketing Imperative - Hardcover

Czinkota, Michael R.; Ronkainen, Ilkka A.; Tarrant, John J.

Hardcover

ISBN 10: 0844235504 ISBN 13: 9780844235509

Publisher: Ntc Pub Group, 1994

Synopsis

Here are the strategies and techniques you need to go global. The Global Marketing Imperative will:
-- Bring you up to speed on the essentials of international marketing and show you how to strike back when world competitors move into your territory
-- Explain all the strategic alternatives for going global
-- Help you present, promote, and price your products and services to appeal to world markets

About this title

From Booklist:

Czinkota and his coauthors draw from their vast experiences in academics, government, consulting, and writing to give us this worthwhile guide to helping businesses move into the global arena. Using many examples (e.g., Avon, Ford, Fujitsu, Heinz, IBM, Kellogg, Xerox, and Whirlpool), this sophisticated primer gives companies the strategies and tools essential for meeting the international challenge. The 15 chapters discuss an array of broad issues, such as the global imperative, international research, and the twenty-first century. Specific topics include licensing and franchising, negotiation styles, adapting products, pricing, terms of payment, financing, countertrade, direct investment and joint venturing, operational controls, and promotion and advertising. This useful volume explains the basic requirements of international marketing in such a way that an unexperienced company can quickly grasp them, but the more experienced company can also gain from the lessons presented. Additionally, this resource is written for both entrepreneurial and large-size companies. Joseph Leonard

About this edition

• Publisher: Ntc Pub Group
• Publication date: 1994
• ISBN 10: 0844235504
• ISBN 13: 9780844235509
• Binding: Hardcover
• Edition number: 2
• Number of pages: 304