Global Marketing (The Dryden Press series in marketing)

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9780030106491: Global Marketing (The Dryden Press series in marketing)

This text covers managerial issues in marketing from a truly global perspective, looking at management concerns from the view of a firm that operates world-wide. Government issues are also addressed and analysed from a viewpoint encompassing far more than just US interests. Unlike other international marketing texts, this new offering presents less theory and in-depth history in order to strengthen the managerial component. Features: * Reflecting the authors' international business and consulting experience, this lean 17-chapter text covers global marketing in the sequence most beneficial to corporations: from environment to corporate readiness to marketing strategy. * A focus on the linkages between policy and business concerns provides a highly realistic and unique managerial dimension. * While multinational concerns encompasses the majority of the text's focus, the needs and activities of smaller companies are also addressed through extensive coverage of exporting and market entry. * "Global Market Windows" highlight important environmental dimensions, while key issues that drive global society are interwoven throughout the text. * An emphasis on geography begins early in Chapter 1 and is enhanced by Appendix B: Geography and Global Marketing, which analyzes the importance of geography to global marketing. * Bringing reality into the classroom, chapter 5 covers transitions in global marketing, explaining current and meaningful global change. * Chapter 7 focuses on globalization and presents the newest trends in management thinking, and discusses new directions in corporate orientation. * Chapter 12 directly addresses the global marketing of services and outlines the shifts in the composition of world trade. * Drawing from Czinkota's personal experience as international negotiator and Deputy Assistant Secretary in the US Commerce Department, the text highlights the interaction between corporations and governments. * A strong case package contains such up-to-date material as policy conflict in "The Banana War" and environmental issues in "The Tuna and the Dolphin." * Video cases, laser disc and a computerized test bank help instructors teach through technology.

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About the Author:

Professor Michael R. Czinkota is on the faculty of Georgetown University and a chaired professor of International Marketing at the University of Birmingham in the U.K

Ilkka A. Ronkainen is a Professor at the McDonough School of Business, Georgetown University.

"About this title" may belong to another edition of this title.

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Michael R. Czinkota
Published by Harcourt College Pub (1996)
ISBN 10: 0030106494 ISBN 13: 9780030106491
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