Authors Czinkota and Ronkainen bring readers quickly up to speed on the essentials of international marketing that will make for smoother sailing overseas.
Authors Czinkota and Ronkainen bring readers quickly up to speed on the essentials of international marketing that will make for smoother sailing overseas.
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.
Inhaltsangabe
1. The Global Imperative 2. Establishing the Context 3. Doing your Homework on Global Markets 4. Getting There with Customers and Suppliers 5. Creating a Global Footprint 6. Making Communication Happen 7. Negotiating Cultural Chasms 8. Positioning the Product and Brand 9. Making Money 10. Discovering and Using Trends in International Business
1. The Global Imperative 2. Establishing the Context 3. Doing your Homework on Global Markets 4. Getting There with Customers and Suppliers 5. Creating a Global Footprint 6. Making Communication Happen 7. Negotiating Cultural Chasms 8. Positioning the Product and Brand 9. Making Money 10. Discovering and Using Trends in International Business
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