International marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Forth Worth u.a.
Dryden Press
1993
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXI, 924 S. Ill., graph. Darst., Kt. |
| ISBN: | 0030767539 |
Internformat
MARC
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| 100 | 1 | |a Czinkota, Michael R. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a International marketing |c Michael R. Czinkota ; Ilkka A. Ronkainen |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Forth Worth u.a. |b Dryden Press |c 1993 | |
| 300 | |a XXXI, 924 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Export marketing | |
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Datensatz im Suchindex
| _version_ | 1804123993282707456 |
|---|---|
| adam_text | THE INTERNATIONAL ENVIRONMENT 2 PART ONE
CHAPTER
1 The International Marketing Imperative 4
2 International Trade and the United States 26
3 The International Economic Environment 56
4 The International Political and Legal Environment _ 120
5 The International Cultural Environment 152 ! C
6 The International Financial Environment 182
BEGINNING INTERNATIONAL MARKETING ACTIVITIES 244 PART TWO
CHAPTER
7 The Export Process 246
8 Secondary International Marketing Research 268
9 International Product Adaptation 300 X
10 Export Pricing Strategies 334
11 International Communications 360 X
12 International Channels of Distribution 386
13 Licensing, Franchising, and Export Intermediaries _ 430
ADVANCED INTERNATIONAL MARKETING ACTIVITIES 514 PART THREE
CHAPTER
14 Foreign Direct Investment and Management
Contracts 516
15 Primary International Marketing Research and the
Marketing Decision Support System 538
16 Globalization 570
17 Global Pricing Strategies 604
18 International Logistics 622
19 Global Promotional Strategies 652
20 International Marketing Organization and Control 690
21 The International Marketing of Services 724
22 Countertrade 760
23 Marketing in Transition 786
24 The Future 814
PART ONE The International Environment 2
CHAPTER 1 THE INTERNATIONAL MARKETING
IMPERATIVE 4
WHAT INTERNATIONAL MARKETING IS 5
THE IMPORTANCE OF WORLD TRADE 7
Global Linkages 7
Domestic Policy Repercussions 9
OPPORTUNITIES AND CHALLENGES IN
INTERNATIONAL MARKETING 11
Realization of Opportunities 12
Threats to Firms and Individuals 14
THE GOALS OF THIS BOOK 16
THE INTERNATIONAL MARKETPLACE
1.1 Competitiveness in the
Global Market 4
1.2 Does International Marketing
Create Peace? 11
1.3 The Chief Executive in
the Year 2000 13
APPENDIX A BASICS OF MARKETING
STRATEGIC MARKETING 21
Target Market Selection 21
Marketing Management 23
THE MARKETING PROCESS 24
CHAPTER 2 INTERNATIONAL TRADE AND
THE UNITED STATES 26
THE HISTORICAL DIMENSION 27
The Emergence of Global Division 29
TRANSNATIONAL INSTITUTIONS AFFECTING
WORLD TRADE 30
GATT 30
IMF 31
World Bank 33
Regional Institutions 33
THE CURRENT U.S. INTERNATIONAL
TRADE POSITION 34
A Diagnosis of the U.S. Trade
Position 36
THE IMPACT OF TRADE AND
INVESTMENT ON THE UNITED STATES 38
The Effect of Trade 38
The Effect of International
Investment 39
U.S. AND FOREIGN POLICY RESPONSES
TO TRADE PROBLEMS 43
Restrictions of Imports 44
Restrictions of Exports 47
Export Promotion Efforts in the
United States 48
A STRATEGIC OUTLOOK 52
THE INTERNATIONAL MARKETPLACE
2.1 America s Future in World
Trade 26
2.2 A GATT Uruguay Round Glossary:
What they Said and What They
Really Meant 32
2.3 Foreign Investment Surrounds
Us 40
2.4 The Mittelstand: A Role Model
for U.S. Exporters 50
CHAPTER 3 THE INTERNATIONAL ECONOMIC
ENVIRONMENT 56
MARKET CHARACTERISTICS 60
Population 60
Infrastructure 76
Geography 78
Foreign Involvement in the Economy 80
IMPACT OF THE ECONOMIC ENVIRONMENT
ON SOCIAL DEVELOPMENT 84
REGIONAL ECONOMIC INTEGRATION 86
The Free Trade Area 86
The Customs Union 89
The Common Market 89
The Economic Union 90
1992 91
Arguments Surrounding Economic
Integration 95
THE INTERNATIONAL MARKETPLACE
3.1 The Pacific Powerhouses 56
3.2 Consumers in the 1990s: Emerging
Differences 70
3.3 Building Blocs 87
3.4 Preparation for 1992 96
APPENDIX INDICATORS OF MARKET SIZE FOR
117 COUNTRIES
ADDITIONAL SOURCES 101
HOW TO USE THE STATISTICS 102
CHAPTER 4 THE INTERNATIONAL POLITICAL
AND LEGAL ENVIRONMENT 120
HOME COUNTRY POLITICAL AND
LEGAL ENVIRONMENT 122
Embargoes and Sanctions 123
Export Controls 126
Import Controls 129
Regulation of International Business
Behavior 132
HOST COUNTRY POLITICAL AND LEGAL
ENVIRONMENT 136
Political Action and Risk 136
Legal Differences and Restraints 142
The Influencing of Politics and Laws 145
THE INTERNATIONAL ENVIRONMENT 148
International Politics 148
International Law 149
THE INTERNATIONAL MARKETPLACE
4.1 Environmental Concern or the
Politics of International Trade 120
4.2 Embargo Crimps Doodad
Exporters 125
4.3 Paying Bribes Is Expensive 135
4.4 Two Air Disasters, Two Cultures,
Two Remedies 143
4.5 The Threat of Detention 145
CHAPTER 5 THE INTERNATIONAL CULTURAL
ENVIRONMENT 152
CULTURE DEFINED 154
THE ELEMENTS OF CULTURE 155
Language 157
Nonverbal Language 160
Religion 161
Values and Attitudes 162
Manners and Customs 164
Material Elements 166
Aesthetics 168
Education 168
Social Institutions 169
SOURCES OF CULTURAL KNOWLEDGE 170
CULTURAL ANALYSIS 172
THE TRAINING CHALLENGE 176
THE INTERNATIONAL MARKETPLACE
5.1 Flying into the Friendly (and
Not so Friendly) Foreign Skies 152
5.2 An American Park in Paris 156
5.3 Coordinating European
Schedules 165
5.4 Raising Cross Cultural Awareness
at Honeywell 178
CHAPTER 6 THE INTERNATIONAL FINANCIAL
ENVIRONMENT 182
MACRO DEVELOPMENTS 183
CREDIT POLICY 186
TYPES OF FINANCIAL RISK 188
SOURCES OF FINANCING 189
Commercial Banks 189
Forfaiting and Factoring 190
Official Trade Finance 191
Private Sector Export Credit
Insurance 201
FINANCIAL RISK MANAGEMENT 202
Foreign Exchange Risk 204
The Foreign Exchange Market 205
The Management of Foreign
Exchange Risk 207
THE INTERNATIONAL MARKETPLACE
6.1 Credit as a Marketing Tool 182
6.2 Inside the Export Import Bank 192
CASES When Fair Trade Policies Backfire 212
One Afternoon at the United States
International Trade
Commission 219
Promoting U.S. Tobacco Exports:
A Conflict between Trade
and Health 224
Funding from Eximbank 229
Retaliation against Brazil 232
IKEA in the USA 234
Hong Kong: To Be There, or
Not To Be There 239
Video Case: Lobbying in the
United States 242
PART TWO Beginning International Marketing Activities 244
CHAPTER 7 THE EXPORT PROCESS 246
MOTIVATIONS TO INTERNATIONALIZE 247
Proactive Motivations 249
Reactive Motivations 251
CHANGE AGENTS 255
Internal Change Agents 255
External Change Agents 256
INTERNATIONALIZATION STAGES 258
INTERNATIONALIZATION PROBLEMS 260
Stage 1: The Completely Uninterested
Firm 262
Stage 2: The Partially Interested
Firm 262
Stage 3: The Exploring Firm 263
Stage 4: The Experimental
Exporter 264
Stage 5: The Experienced Small
Exporter 265
Stage 6: The Experienced Large
Exporter 265
THE INTERNATIONAL MARKETPLACE
7.1 The Wrong Price List 246
7.2 Export Success at Syntellect 250
7.3 Export or Perish? 253
CHAPTER 8 SECONDARY INTERNATIONAL
MARKETING RESEARCH 268
DEFINING THE ISSUE 270
LINKING RESEARCH TO THE DECISION MAKING
PROCESS 270
DIFFERENTIATING BETWEEN INTERNATIONAL
AND DOMESTIC RESEARCH 272
New Parameters 272
New Environments 272
The Number of Factors Involved 273
Broader Definition of Competition 273
RECOGNIZING THE NEED FOR RESEARCH 273
EVALUATING BENEFITS OF RESEARCH 275
^c
The Benefits of Research 275
The Risks of Inadequate Research 276
DETERMINING RESEARCH OBJECTIVES 276
Going International: Exporting 276
Going International: Importing 277
Market Expansion 278
DETERMINING INFORMATION
REQUIREMENTS 279
IDENTIFYING SOURCES OF DATA 283
U.S. Government 283
Other Governments 283
International Organizations 283
Service Organizations 284
Trade Associations 284
Directories and Newsletters 284
Data Bases 284
Other Firms 285
EVALUATING DATA SOURCE AND QUALITY 285
Source Quality 285
Data Quality 286
Data Compatibility 289
OBTAINING THE DATA 289
INTERPRETING AND ANALYZING THE DATA 290
PRESENTING RESEARCH RESULTS 291
THE INTERNATIONAL MARKETPLACE
8.1 Screening to Evaluate a
Foreign Market 268
8.2 On line Decision Support 286
8.3 Are American Students Really
Last in Math and Science? 288
APPENDIX A MONITORS OF INTERNATIONAL ISSUES
APPENDIX B DESCRIPTION OF SELECTED U.S.
GOVERNMENT PUBLICATIONS AND SERVICES
CHAPTER 9 INTERNATIONAL PRODUCT ADAPTATION 300
PRODUCT VARIABLES 301
Standardization versus Adaptation 303
Factors Affecting Adaptation 306
THE MARKET ENVIRONMENT 307
Government Regulations 307
Nontariff Barriers 308
Customer Characteristics,
Expectations, and Preferences 310
Culture 313
Economic Development 315
Competitive Offerings 315
Climate and Geography 316
PRODUCT CHARACTERISTICS 316
Product Constituents 317
Branding 317
Packaging 320
Appearance 321
Product Uses 321
Method of Operation 323
Quality 323
Service 324
Country of Origin Effects 324
COMPANY CONSIDERATIONS 326
PRODUCT COUNTERFEITING 327
THE INTERNATIONAL MARKETPLACE
9.1 Waiting for Harmonization 300
9.2 Do Round Toed Boots Contribute
to the Trade Gap? 311
9.3 Thinking Green in Packaging 322
9.4 Not by Quality Alone 325
9.5 Fighting Back against
Counterfeiters 330
CHAPTER 10 EXPORT PRICING STRATEGIES 334
PRICE DYNAMICS 335
THE SETTING OF EXPORT PRICE 338
Export Pricing Strategy 339
Export Related Costs 340
TERMS OF SALE 343
TERMS OF PAYMENT 345
Adjusting to Foreign Currency
Fluctuations 351
PRICE NEGOTIATIONS 354
LEASING 354
DUMPING 355
THE INTERNATIONAL MARKETPLACE
10.1 One Exporter s Squeeze, Another
One s Opportunity 334
10.2 Dumping in the United States 356
CHAPTER 1 1 INTERNATIONAL COMMUNICATIONS 360
THE MARKETING COMMUNICATIONS
PROCESS 362
Co
INTERNATIONAL NEGOTIATIONS 364
Stages of the Negotiation Process 364
How to Negotiate in Other Countries 365
MARKETING COMMUNICATIONS STRATEGY 367
COMMUNICATIONS TOOLS 371
Business and Trade Journals 371
Direct Mail 373
Trade Fairs and Missions 376
Personal Selling 380
THE INTERNATIONAL MARKETPLACE
11.1 Interpreter Can Be an Asset
Abroad 360
11.2 Stepping Out 370
11.3 Crafting Image to Create
Awareness 374
11.4 A Show Profile: Export 89 377
11.5 Finding an International
Sales Manager 381
CHAPTER 12 INTERNATIONAL CHANNELS OF
DISTRIBUTION 386
CHANNEL STRUCTURE 387
CHANNEL DESIGN 389
Customer Characteristics 390
Culture 390
Competition 392
Company Objectives 393
Character 394
Capital 394
Cost 395
Coverage 396
Control 397
Continuity 398
Communication 399
SELECTION OF INTERMEDIARIES 401
Types of Intermediaries 401
The Sources for Finding
Intermediaries 403
The Screening of Intermediaries 408
The Distributor Agreement 411
CHANNEL MANAGEMENT 414
Factors in Channel Management 415
A Special Problem: Gray Markets 416
Termination of the Channel
Relationship 421
THE INTERNATIONAL SHIPMENT 422
Documentation 422
Support Agencies for International
Shipments 427
THE INTERNATIONAL MARKETPLACE
12.1 Putting the Best Foot Forward 386
12.2 Communication as the Key to
Channel Management 400
12.3 Making Deals in Any Language 406
12.4 Peppermint Chiclets from
Zouk Mikhail 417
12.5 Dealing with Customs 426
CHAPTER 13 LICENSING, FRANCHISING, AND
EXPORT INTERMEDIARIES 430
LICENSING 431
Assessment of Licensing 432
U.S. REGULATION OF LICENSING 433
PRINCIPAL ISSUES IN NEGOTIATING
LICENSING AGREEMENTS 436
New Developments in Licensing 438
FRANCHISING 439
FACILITATING INTERMEDIARIES 444
Export Management Companies 445
Webb Pomerene Associations 449
Trading Companies 449
THE INTERNATIONAL MARKETPLACE
13.1 The Brave New World of
Franchising 430
13.2 Domino s Drives On 440
13.3 Have Someone Manage Your
Exports 446
CASES Ski Rumelt Ltd. 456
Joemarin Oy 458
Safco Inc. 466
Sperry/MacLennan Architects and
Planners 472
American Box Company (ABCo) 480
Water from Iceland 491
Intercoffee Incorporated 496
Damar International 502
Pleamar S.A. 505
Video Case: Lakewood Forest
Products 510
PART THREE Advanced International Marketing Activities 514
Con
CHAPTER 14 FOREIGN DIRECT INVESTMENT AND
MANAGEMENT CONTRACTS 516
FOREIGN DIRECT INVESTMENT 517
Reasons for Foreign Direct
Investment 518
Types of Ownership 523
MANAGEMENT CONTRACTS 533
THE INTERNATIONAL MARKETPLACE
14.1 Nestle A Global Marketer 516
14.2 Joint Ventures in Developing
Countries: The Heinz
Philosophy 526
14.3 The European Alliances of IBM 530
14.4 Small Firms Use Alliances Too 532
CHAPTER 15 PRIMARY INTERNATIONAL MARKETING
RESEARCH AND THE MARKETING DECISION
SUPPORT SYSTEM 538
THE PRIMARY RESEARCH PROCESS 539
Understanding the Need for Primary
Research 540
Determining Research Objectives 540
Determining Information
Requirements 544
Identifying Data Sources 544
Assessing Corporate Capabilities and
Constraints 545
Determining Research
Administration 545
Determining the Research
Technique 549
Designing the Research Instrument 555
Developing the Sampling Plan 557
Obtaining Data 558
Interpreting and Analyzing Data 558
Presenting Research Results 558
Follow Up and Review 559
THE MARKETING DECISION SUPPORT
SYSTEM 559
Environmental Scanning 562
Delphi Studies 565
Scenario Building 566
THE INTERNATIONAL MARKETPLACE
15.1 Creative Primary Research 538
15.2 Global Focus Groups 551
15.3 In Store Marketing Research in
Europe 553
ts . 15.4 Just Give Me a Call 555
15.5 The Global Spyglass 560
15.6 Advice from Kissinger
Associates 567
CHAPTER 16 GLOBALIZATION 570
GLOBALIZATION 572
Globalization Drivers 572
Globalization Dimensions 575
Challenges of Globalization 577
Localizing Global Marketing 580
GLOBAL PRODUCT PLANNING AND
DEVELOPMENT 583
The Product Development Process 584
The Location of R D Activities 588
The Organization of Global Product
Development 591
The Testing of New Product
Concepts 593
The Global Product Launch 594
GLOBAL MANAGEMENT OF THE PRODUCT
PORTFOLIO 595
Analyzing the Product Portfolio 597
Concentration vs. Diversification 600
THE INTERNATIONAL MARKETPLACE
16.1 Appliance Makers on a
Global Quest 570
16.2 From the Cold War to the
Cola Wars 578
16.3 Finding the Fit Overseas 580
16.4 The Car of the Future Is Designed
in California 590
16.5 A Classic Global Launch 596
CHAPTER 17 GLOBAL PRICING STRATEGIES 604
TRANSFER PRICING 605
Use of Transfer Prices to Achieve
Corporate Objectives 607
Transfer Pricing Challenges 609
PRICING WITHIN INDIVIDUAL MARKETS 612
Corporate Objectives 613
Costs 615
Demand and Market Factors 616
Market Structure and Competition 617
Environmental Constraints 618
PRICING COORDINATION 619
THE INTERNATIONAL MARKETPLACE
17.1 Tax Authorities to Have More
Say over Transfer Pricing 604
17.2 Taxing Mr. Smith s Brain 612
17.3 Coping with Inflation,
Avon Style 616
CHAPTER 18 INTERNATIONAL LOGISTICS 622
THE FIELD OF INTERNATIONAL LOGISTICS 624
A Definition of International
Logistics 625
Differences between Domestic and
International Logistics 627
INTERNATIONAL TRANSPORTATION ISSUES 628
Transportation Infrastructure 628
Availability of Modes 629
Choice of Modes 633
INTERNATIONAL INVENTORY ISSUES 638
INTERNATIONAL PACKAGING ISSUES 641
INTERNATIONAL STORAGE ISSUES 644
Storage Facilities 644
Foreign Trade Zones 645
MANAGEMENT OF INTERNATIONAL
LOGISTICS 646
Centralized Logistics Management 646
Decentralized Logistics Management 648
THE INTERNATIONAL MARKETPLACE
18.1 Pineapples, Bananas, and Lobster:
A First Class Trip 622
18.2 All the Ships at Sea 630
18.3 Small Firms are Shippers Too 636
18.4 Consolidation Helps Hot
Mexican Trade 637
18.5 The Benefits of Logistics
Consolidation 647
CHAPTER 19 GLOBAL PROMOTIONAL STRATEGIES 652
PLANNING PROMOTIONAL CAMPAIGNS 654
The Target Audience 655
Campaign Objectives 656
The Budget 657
Media Strategy 659
The Promotional Message 666
The Campaign Approach 670
Measurement of Advertising
Effectiveness 679
OTHER PROMOTIONAL ELEMENTS 679
ts . Personal Selling 679
Sales Promotion 681
Public Relations 683
THE INTERNATIONAL MARKETPLACE
19.1 Winning Hearts and Minds in
Rapidly Changing Markets 652
19.2 The World Wants Its MTV! 656
19.3 Xerox Combats Worldwide
Competition 668
19.4 Getting Ready for 1992 673
19.5 Doing Well by Doing Good 686
CHAPTER 20 INTERNATIONAL MARKETING
ORGANIZATION AND CONTROL 690
ORGANIZATIONAL STRUCTURE 692
Organizational Designs 692
Locus of Decision Making 705
Factors Affecting Structure and
Decision Making 705
The Networked Global Organization 706
The Role of Country Organizations 708
CONTROL 711
Types of Control 712
Exercising Control 716
THE INTERNATIONAL MARKETPLACE
20.1 Finding a Headquarters Country
Organization Balance 690
20.2 The Organizing Logic of ABB 702
20.3 Ford s Centers of Excellence 709
CHAPTER 21 THE INTERNATIONAL MARKETING
OF SERVICES 724
DIFFERENCES BETWEEN SERVICES
AND PRODUCTS 725
Linkage between Services and
Products 726
Stand Alone Services 727
THE ROLE OF SERVICES IN THE
U.S. ECONOMY 731
THE ROLE OF INTERNATIONAL SERVICES
IN THE WORLD ECONOMY 735
GLOBAL TRANSFORMATION IN THE
SERVICES SECTOR 736
INTERNATIONAL TRADE PROBLEMS IN
SERVICES 737
Data Collection Problems 738
__ ^ * /l HA.
U.S. Disincentives to International
Services 740
National Regulations of Services
Abroad 740
MACRO RESPONSES TO PROBLEMS IN
INTERNATIONAL SERVICES MARKETING 743
U.S. Developments 743
International Developments 744
CORPORATE INVOLVEMENT IN INTERNATIONAL
SERVICES MARKETING 745
Typical International Services 745
Starting to Market Services
Internationally 755
Stragetic Implications of International
Service Marketing 755
THE INTERNATIONAL MARKETPLACE
21.1 Political Upheaval Brings New
Business to U.S. Public Relations
Firms 724
21.2 The Privilege of Membership
Services 730
21.3 Service Exports Make a
Difference 738
21.4 U.S. Filmmakers Need Foreign
Markets 742
21.5 Insuring Success Abroad 752
CHAPTER 22 COUNTERTRADE 760
COUNTERTRADE DEFINED 761
TYPES OF COUNTERTRADE 764
OFFICIAL ATTITUDES TOWARD
COUNTERTRADE 771
Official U.S. Policy 771
Foreign Government Views 773
Attitudes of International
Organizations 774
THE CORPORATE SITUATION 775
THE EMERGENCE OF NEW INTERMEDIARIES 778
PREPARING FOR COUNTERTRADE 782
THE INTERNATIONAL MARKETPLACE
22.1 Border Barter 760
22.2 Swapping Debt for Education 770
22.3 Countertrade as Marketing
Strategy at Daimler Benz 776
22.4 Counterpurchase through
Tourism 777
22.5 Coping with Offsets 780
CHAPTER 23 MARKETING IN TRANSITION 786
MARKETING AND THE NEWLY EMERGING
MARKET ECONOMIES 787
A BRIEF HISTORICAL REVIEW 789
THE DEMISE OF THE SOCIALIST SYSTEM 791
THE REALITIES OF ECONOMIC CHANGE 795
ADJUSTING TO RAPID CHANGE 798
INTERNATIONAL MARKETING OPPORTUNITIES
AND CHALLENGES 802
Marketing in the Newly Emerging
Democracies 802
Sourcing from the Newly Emerging
Democracies 805
MARKETING WITH STATE OWNED
ENTERPRISES 806
REASON FOR THE EXISTENCE OF STATE
OWNED ENTERPRISES 807
RELEVANCE OF STATE OWNED ENTERPRISES
TO THE INTERNATIONAL MARKETER 807
THE STRATEGIC RESPONSE TO THE STATE
OWNED ENTERPRISE 808
THE TREND TOWARD PRIVATIZATION 810
THE INTERNATIONAL MARKETPLACE
23.1 Personal Selling in China 786
23.2 A Foreign Entrepreneur in
Russia 797
23.3 The MBA Comes to Central
Europe 798
23.4 Is the West Ready for Change? 800
23.5 Will Marketers Win the Battle
for the Soul? 804
23.6 The Sale of a Century 811
CHAPTER 24 THE FUTURE 814
THE INTERNATIONAL MARKETING
ENVIRONMENT 816
The Political Environment 816
The International Financial
Environment 819
The Societal Environment 822
Conte
The Technological Environment 822
CHANGES IN TRADE RELATIONS 823
GOVERNMENTAL POLICY 825
THE FUTURE OF INTERNATIONAL MARKETING
MANAGEMENT 827
International Planning and
Research 827
International Product Policy 828
International Communications 831
Distribution Strategies 831
International Pricing 832
CAREERS IN INTERNATIONAL MARKETING 833
Further Training 834
Employment with a Large Firm 837
Employment with a Small or
Medium Sized Firm 840
Self Employment 840
THE INTERNATIONAL MARKETPLACE
24.1 The Future 814
24.2 Education for Global
Awareness 833
24.3 The Assignment Abroad 838
CASES Kaline 844
Benetton 847
Establishing an Overseas Law Office 849
American Trade Consortium 853
Toys H Us in Japan 858
Agencia de Publicidad Aramburu
S.A. (APA) 862
The Audi 5000: The Case of Sudden
Acceleration 872
Puig Doria 878
Incident in Bhopal 887
Nova Scotia 891
Parker Pen Company 897
Video Case: McDonald s Goes
to Moscow 902
Name Index 907
Subject Index 912
|
| any_adam_object | 1 |
| author | Czinkota, Michael R. Ronkainen, Ilkka A. |
| author_facet | Czinkota, Michael R. Ronkainen, Ilkka A. |
| author_role | aut aut |
| author_sort | Czinkota, Michael R. |
| author_variant | m r c mr mrc i a r ia iar |
| building | Verbundindex |
| bvnumber | BV009650915 |
| callnumber-first | H - Social Science |
| callnumber-label | HF1416 |
| callnumber-raw | HF1416 |
| callnumber-search | HF1416 |
| callnumber-sort | HF 41416 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 680 |
| ctrlnum | (OCoLC)27313886 (DE-599)BVBBV009650915 |
| dewey-full | 658.8/48 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/48 |
| dewey-search | 658.8/48 |
| dewey-sort | 3658.8 248 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| genre | (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV009650915 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:38:35Z |
| institution | BVB |
| isbn | 0030767539 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006380599 |
| oclc_num | 27313886 |
| open_access_boolean | |
| owner | DE-945 DE-706 |
| owner_facet | DE-945 DE-706 |
| physical | XXXI, 924 S. Ill., graph. Darst., Kt. |
| publishDate | 1993 |
| publishDateSearch | 1993 |
| publishDateSort | 1993 |
| publisher | Dryden Press |
| record_format | marc |
| spelling | Czinkota, Michael R. Verfasser aut International marketing Michael R. Czinkota ; Ilkka A. Ronkainen 3. ed. Forth Worth u.a. Dryden Press 1993 XXXI, 924 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Ronkainen, Ilkka A. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006380599&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Czinkota, Michael R. Ronkainen, Ilkka A. International marketing Marketing gtt Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4151278-9 |
| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_full | International marketing Michael R. Czinkota ; Ilkka A. Ronkainen |
| title_fullStr | International marketing Michael R. Czinkota ; Ilkka A. Ronkainen |
| title_full_unstemmed | International marketing Michael R. Czinkota ; Ilkka A. Ronkainen |
| title_short | International marketing |
| title_sort | international marketing |
| topic | Marketing gtt Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Marketing Export marketing Internationales Marketing Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006380599&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT czinkotamichaelr internationalmarketing AT ronkainenilkkaa internationalmarketing |