International Marketing [This is a preowned copy with obvious signs of previous use - but perfectly readable. Please contact Bookware Customer Service for more details]
Michael R. Czinkota, Ilkka A. Ronkainen, Catherine Sutton-Brady, Tim Beal
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Thoroughly adapted to concentrate on issues that face marketers in the Asia Pacific region, this first Asia Pacific edition of Czinkota and Ronkainen's International Marketing combines the outstanding theoretical base of the original text with relevant Australian, New Zealand and Asian case studies and examples. The text examines the unique conditions in which businesses from this region operate, highlighting the challenges faced by these businesses trading with and exporting to other parts of the world.
Students are provided with a comprehensive overview of both the theory and application of international marketing, including an examination of the distinct issues that affect a range of enterprises from start-up operations to small, medium and multinational firms. Sequenced into four parts, the text covers the international environment, international market entry, international marketing mix and the planning and future development of international marketing.
This text is indispensable for any student studying international marketing in Australia, New Zealand and Asia.