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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Book Description Thomson Learning;, 1995. Book Condition: Fair. Paperback, ex-library, with usual stamps and markings, in fair condition, suitable as a study copy. 672pp. Bookseller Inventory # 403125
Book Description South-Western, 1995. Softcover. Book Condition: Bon. Ancien livre de bibliothèque. Petite(s) trace(s) de pliure sur la couverture. Couverture différente. Ammareal reverse jusqu'à 15% du prix net de ce livre à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Slightly creased cover. Different cover. Ammareal gives back up to 15% of this book's net price to charity organizations. Bookseller Inventory # A-199-080