International Marketing

by Ilkka A Ronkainen, Michael R. Czinkota, Ilkka A. Ronkainen, et al.

Book Overview

Examine today's best practices and key issues impacting international marketing with the best-selling, upper-level international marketing text -- Czinkota/Ronkainen/Cui's INTERNATIONAL MARKETING,... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 113362751X
• ISBN13: 9781133627517
• Release Date: August 2012
• Publisher: Cengage Learning
• Length: 720 Pages
• Weight: 3.30 lbs.
• Dimensions: 1.2" x 8.4" x 10.7"

Customer Reviews

A complete idea of international business

I liked this book. I am doing the international MBA at Maryville University. The book is very complete and has great illustrations, graphics, and web links.Is a very interesting book, and I will keep it. But I think that although there is a chapter related to logistics, the book is not deeply mentioning import and export procedures and other custom and paperwork problems that international business faces.

Comprehensive Discussion of International Marketing

As a Georgetown University student who took the author's class, I found this textbook to be the most comprehenisve International Marketing source around. I currently own two textbooks written by the same authors because of the book's clear, organized topics. This textbook is perfect for beginners who would like to learn more about International Marketing as a guide for professionals who have to make challenging decisions.

A Great Text

I am a student at the Budapest University of Economic Sciences. I found this book to be very interesting and fun to read. Other students here, for whom English is not their first language, enjoy the book becuase it is clear and easy to understand. This should be standard reading for all international buisness/marketing students.

Thorough Coverage of Every Facet of International Marketing

This textbook is organized into three major sections:Part One: The International Environment - includes chapters on the concept of global marketing, the world economy, foreign economies, the people of the world and the political-legal environment.Part Two: International Marketing Management - includes chapters on global marketing strategy, international marketing intelligence, product policy, new product development, foreign market entry, foreign market channels and global logistics, promotion and advertising, pricing, and marketing of services.Part Three: Coordinating International Marketing - includes chapters on planning, organizing and control of international marketing, information technology and the future of international marketing.The text is liberally sprinkled with interesting and relevant illustrations, case studies and examples. As either a textbook or reference source, it is an excellent up-to-date overview on every aspect of international marketing. My only criticism is that the page after page of dense text could have been enlivened considerably with the use of color graphics and illustrations.

Pretty interesting book

This book is a good one to learn how big companies apply marketing overseas.