International marketing - Czinkota, Michael R.; Ronkainen, Ilkka A. (Mason, OH : South-Western Cengage Learning, 2010)
1. The global marketing imperative -- 2. Trade institutions and trade policy -- 3. The cultural environment -- 4. The economic environment -- 5. The political and legal environment -- 6. Strategic planning -- 7. Marketing organization, implementation and control -- 8. Research -- 9. Market entry and expansion -- 10. Product adaptation -- 11. Export pricing -- 12. Marketing communication -- 13. Distribution management -- 14. Global product management and branding -- 15. Global services -- 16. Global logistics and materials management -- 17. Global pricing -- 18. Global promotional strategies -- 19. International marketing and the future
Includes bibliographical references and index
Keywords: Export marketing