Czinkota, Michael R. creator autor Ronkainen, Ilkka A. autor Peng Cui, Annie autor text xxu 2023 Eleventh edition monographic eng 1 recurso en línea (xxix, 604 páginas): ilustraciones Thank you for reading our book! Practicing international marketing and writing a text on the subject have much in common. The focus is on delighting the customer; it is a lot of work, the competition is tough, and its fun to succeed. It is therefore with great pleasure that we present the eleventh edition of International Marketing to you. In the rapidly changing world of business, only a small portion of textbooks ever see a second edition, much less an eleventh one. Publishers change, markets move in new directions, competitors emerge, and authors adjust their commitments to new life situations. So we are very pleased to have served the international marketing market for 34 years now, which is largely a sign of the continued faith and confidence of our colleagues and students in our work. Thank you for allowing us to shape the field and have a major impact on what people know about international marketing today Part 1. The international marketing environment -- Chapter 1. Global environmental drivers -- Chapter 2. International trade frameworks and policy -- Chapter 3. The role of culture -- Chapter 4. The economic environment -- Chapter 5. The political and legal environment -- Part 2. Finding global customers -- Chapter 6. Consumer, industrial, and government markets -- Chapter 7. Strategic planning -- Chapter 8. Analyzing people and markets -- Chapter 9. Market entry and expansión -- Chapter 10. Marketing organization, implementation, and control -- Part 3. The global marketing mix -- Chapter 11. Product management and global brands -- Chapter 12. Global marketing of services -- Chapter 13. Advertising, promotion, and sales -- Chapter 14. Pricing strategies and tactics -- Chapter 15. Global distribution and logistics -- Part 4. Leadership in global marketing -- Chapter 16. Social networks and engagement -- Chapter 17. Leadership, corporate social responsibility, and sustainability -- Chapter 18. New directions and challenges specialized Michael R. Czinkota, Ilkka A. Ronkainen, Annie Peng Cui Incluye apéndice, glosario e índice Incluye referencias bibliográficas Acceso en línea, autorizado para usuarios eBooks 7-24 Marketing de exportación Negocios y gestión Marketing internacional 658.84 C998 9780357462911 9780357445129 https://login.zproxy.cun.edu.co/login?url=https://www.ebooks7-24.com/?il=19667 https://login.zproxy.cun.edu.co/login?url=https://www.ebooks7-24.com/portadas/?ID=19667p https://login.zproxy.cun.edu.co/login?url=https://www.ebooks7-24.com/?il=19667 https://login.zproxy.cun.edu.co/login?url=https://www.ebooks7-24.com/portadas/?ID=19667p Acceso en línea, autorizado para usuarios eBooks 7-24 CO-BoDC 00000374 spa