Mastering global markets : strategies for today's trade globalists / Michael R. Czinkota, Bob Donath, Ilkka A. Ronkainen
Imprint
Australia : Thomson, 2004
Descript
x, 370 p
CONTENT
Why go international? -- Trade's economic environment -- Trade's financial mechanisms -- Marketing within cultural contexts -- Trade, politics, and law -- Exporting and international market entry -- Multinational and global marketing -- Taking services global -- International market research -- Global product and brand managment -- Princing in global markets -- Global distribution and logistics -- International negotiation and communication -- Organizing for global marketing -- Twenty-first century trade globalists