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INTERNATIONAL MARKETING 10TH EDITION,
MICHAEL R. CZINKOTA AND ILKKA A. RONKAINEN

BRIEF TABLE OF CONTENTS

 

Part 1 The  International Marketing Environment
Ch. 1 Global Environmental Drivers
	Appendix A: A brief review of marketing
	Appendix B: Geographical Perspectives
Ch. 2 International Trade Frameworks and Policy
Ch. 3 The Role of Culture
Ch. 4 The Economic Environment
Ch. 5 The Political and Legal Environment
Cases for Part 1

Part 2: Finding Global Customers
Ch. 6 Consumer, Industrial and Government Markets
Ch. 7 Strategic Planning
Ch.8  Analyzing People and Markets
 	Appendix A: Information Sources
	Appendix B: The Structure of a Country Commercial Guide
Ch. 9 Market Entry and Expansion
Ch.10 Marketing Organization, Implementation and Control
Cases for Part 2

Part 3: The Global Marketing Mix
Ch.11 Product Management and Global Brands
Ch.12 Global Marketing of Services
Ch.13 Advertising, Promotion, and Sales
Ch.14 Pricing Strategies and Tactics
Ch.15 Global Distribution and Logistics
Cases for Part 3

Part 4: Leadership in Global Marketing
Ch. 16 Social Networks and Communication
Ch.17 Leadership, Corporate Responsibility, and Sustainability
Ch.18 New Directions and Challenges
	Appendix A: Jobs and Careers in International Marketing
Cases for Part 4

It is with great pleasure that Georgetown University professors Michael Czinkota and Ilkka Ronkainen present the tenth edition of their International Marketing textbook. In the rapidly changing world of business only a small portion of textbooks ever see a second edition, much less a tenth one. Publishers change, markets go in new directions, competitors emerge, and authors adjust their commitments to new life situation. So we are very pleased to have served and led the international marketing community for over 30 years now, which, of course, is largely a sign of the continued faith and confidence of our colleagues in our work. The book has also been translated into 15 langages.

We thank all users of our book International Marketing for allowing us to shape the field and have a major impact on what people know about international marketing. We will continue to do our best to deserve your trust.

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