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International Marketing (Dryden Press Series in Marketing), by Vern Terpstra, Ravi Sarathy
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Drawing on the extensive and unparalleled international marketing experience of its authors, International Marketing takes a comprehensive look at the environment, problems, and practices of today?s international marketing arena. This text gives students a real-world taste of this dynamic field, preparing them for entry into the marketing workplace of the 21st century.
- Sales Rank: #3224329 in Books
- Published on: 1999-08-05
- Original language: English
- Number of items: 1
- Dimensions: 1.20" h x 8.80" w x 11.90" l,
- Binding: Hardcover
- 784 pages
About the Author
Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University.
Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.
Most helpful customer reviews
1 of 2 people found the following review helpful.
Five Stars
By Chelsea.W
good!
6 of 7 people found the following review helpful.
Thorough Coverage of Every Facet of International Marketing
By Jill Clardy
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.
2 of 3 people found the following review helpful.
Comprehensive Discussion of International Marketing
By A Customer
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.
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