Authors Czinkota and Ronkainen bring readers quickly up to speed on the essentials of international marketing that will make for smoother sailing overseas.
Inhaltsverzeichnis
1. The Global Imperative 2. Establishing the Context 3. Doing your Homework on Global Markets 4. Getting There with Customers and Suppliers 5. Creating a Global Footprint 6. Making Communication Happen 7. Negotiating Cultural Chasms 8. Positioning the Product and Brand 9. Making Money 10. Discovering and Using Trends in International Business
