Higher Education

International Marketing

Author(s): Michael R. Czinkota | Ilkka A. Ronkainen | Annie Peng Cui

ISBN: 9789355735409

Edition: 11th

© Year : 2023

Rs. 725

Binding: eBook

Imprint : South Western

Pages: 540

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.

 This eleventh edition reflects the highly dynamic nature of international marketing. We offer
a perspective on the shift in the role of market forces and the impact of this revolution on
international marketers in terms of outreach, research, and competition. Our International
Marketplace vignettes reflect corporate practices. To make it easier for the reader to follow up
on information obtained through the book, we have included Recommended Readings.
 These often-present resources and links to the websites of companies, data sources,
governments, international organizations, and monitors of international marketing issues. Our
focus on the physical environment and geography is strong. Updated maps provide context in
terms of social and economic data. An appendix directly addresses the relationship between
geography and international marketing.
 New text components, marketplaces, and cases specifically focus on the environment and the
opportunities, challenges, and ambiguities that it poses to international marketers. We also
have emphasized international institutions and their role for the international marketer. The
World Bank, the World Trade Organization, the International Monetary Fund, and the United
Nations are covered along with the public debate surrounding these institutions.
 We broaden our highlights of emerging markets by systematically addressing the bottom of
the income pyramid. Our revised strategy section is now linked directly with organization,
implementation, and research concerns. We have recast the chapter on market entry and
expansion to include a wider variety of ways in which firms go global. All of these strategies
are now integrated into one chapter, organized around our model of the internationalization
process. Our appendix on international employment opportunities helps students prepare for
the implementation steps they have yet to take

Part I: The International Marketing Environment
1. Global environmental drivers
2. International Trade Frameworks and Policy
3. The Role of Culture
4. The Economic Environment
5. The Political and Legal Environment
Part II: Finding Global Customers
6. Consumer, Industrial, and Government Markets
7. Strategic Planning
8. Strategic Planning
9. Strategic Planning
10. Marketing Organization, Implementation, and Control
Part III: The Global Marketing Mix
11. Product Management and Global Brands
12. Global Marketing of Services
13. Global Marketing of Services
14. Pricing Strategies and Tactics
15. Global Distribution and Logistics
Part IV: Leadership in Global Marketing
16. Social Networks and Engagement
17. Leadership, Corporate Social Responsibility, and Sustainability
18. New Directions and Challenges

Michael R. Czinkota
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 A. Ronkainen
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.
Annie Peng Cui
Annie Peng Cui expertise is in the field of international branding and culture. She is the Kmart Chair of
Marketing in the Chambers College of Business and Economics, West Virginia University, where she
has served on the faculty since 2008. Dr. Cui is also the Director of Business Honors Program at West
Virginia University. She holds a Ph.D. degree in Marketing from Kent State University. Dr. Cui’s
research has appeared in top international journals, and she has served on the Editorial Review Board
for Journal of International Marketing since 2015. Dr. Cui has served on the Global SIG Advisory
Board of the American Marketing Association since 2008, and chaired this Advisory Board between
2014 and 2017.