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International Marketing (Tenth Edition)

Ilkka A. Ronkainen,Michael R. Czinkota

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ISBN 10: 8131520722 / ISBN 13: 9788131520727
Published by South Western/Cengage Learning India, 2013
New Condition: New Soft cover
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Focus on the Physical Environment and Geography: Updated maps provide context in terms of social and economic data, including electronic maps. An appendix directly addresses the relationship between geography and international marketing. New Cases: Each Part section is followed by 4 cases, with 2 additional cases online. Presented on a variety of topics, these cases present students with real business situations. All cases address the activities of actual or former companies and cover a broad geographic spectrum. Video Cases: Video cases are located within the case section and are available on DVD for instructors. These cases further illustrate chapter topics and have been expanded from previous editions. Recommended Readings: Found at the end of each chapter, the authors have provided additional recommended reading to be assigned in class, or to be utilized as an additional resource. Internet Exercises: Included at the end of each chapter, Internet exercises give readers online experience at the international and global issues that arise in marketing. E-Commerce and Technology: The impact of technology and e-commerce on marketing communications, channels, logistics, and research is thoroughly integrated throughout the text. Culture and Government: The text emphasizes on culture and how it affects business decisions in marketing, while also emphasizing policy issues to accurately portray the increase in governments`` role in international marketing. Figures and Tables: The chapter content, tables, figures, maps, and examples have been thoroughly updated in this new edition to reflect the changes happening in the world around us. New Parsimony of Structure: The book now covers the marketing issues of both small- and medium-sized firms, as well as multi-national corporations. It does so by identifying both the similarities and the differences in marketing activities which result from differences in size, impact, and resources. New Color and Design: The 10th Edition is now in four colors, which further enhances the readability of the text and enhances students`` understanding of the key concepts, especially in the exhibits and maps. New Chapters: A series of new chapters in the 10th Edition produces in-depth analysis covering new marketing directions and challenges. NEW Chapter 6 focuses on the global consumer. Chapter 16 represents an entirely new thrust on Social Networks and Communication. NEW Chapter 17 on Leadershipincluding responsibility and sustainability. Also newly revised is the appendix covering how to find one``s calling in Global Markets. New Topics: The 10th Edition addresses new controversies such as corruption, volatility, and the need for a reduction in product and brand complexity. The authors also cover their newly developed concept of "curative marketing," which analyzes how marketing can shape its context, and how it needs to remedy the problems international marketing issues and approaches have caused. Updated Vignettes: The vignetteswhich appear at the beginning of each chapter and an additional 3 to 4 throughout the chapterhave been condensed and targeted, so that they permit a tighter focus of analysis and more challenging class debate. Virtually all of the vignettes in this edition are brand new or updated, setting the stage for the chapter discussion and elucidate chapter topics. New Cases: In this edition, most of the cases following each Part in the text are either new or updated and cover a variety of topics. New Challenge Us Feature: Appearing at the end of each chapter, this NEW feature provides a description of issues for debate, so that classroom discussions can be elevated and interactive.Part I: THE INTERNATIONAL MARKETING ENVIRONMENT. 1. The Global Environment. 2. International Trade Frameworks and Policy. 3. The Role of Culture. 4. The Economic Environment. 5. Th Printed Pages: 714. Bookseller Inventory # 72201

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Bibliographic Details

Title: International Marketing (Tenth Edition)

Publisher: South Western/Cengage Learning India

Publication Date: 2013

Binding: Softcover

Book Condition:New

Edition: 5th or later edition.

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