Global Marketing (The Dryden Press series in marketing) [Hardcover]

Michael R. Czinkota (Author)

Book Description

Series: The Dryden Press series in marketing | Publication Date: November 1996

This text covers managerial issues in marketing from a truly global perspective, looking at management concerns from the view of a firm that operates world-wide. Government issues are also addressed and analysed from a viewpoint encompassing far more than just US interests. Unlike other international marketing texts, this new offering presents less theory and in-depth history in order to strengthen the managerial component. Features: * Reflecting the authors' international business and consulting experience, this lean 17-chapter text covers global marketing in the sequence most beneficial to corporations: from environment to corporate readiness to marketing strategy. * A focus on the linkages between policy and business concerns provides a highly realistic and unique managerial dimension. * While multinational concerns encompasses the majority of the text's focus, the needs and activities of smaller companies are also addressed through extensive coverage of exporting and market entry. * "Global Market Windows" highlight important environmental dimensions, while key issues that drive global society are interwoven throughout the text. * An emphasis on geography begins early in Chapter 1 and is enhanced by Appendix B: Geography and Global Marketing, which analyzes the importance of geography to global marketing. * Bringing reality into the classroom, chapter 5 covers transitions in global marketing, explaining current and meaningful global change. * Chapter 7 focuses on globalization and presents the newest trends in management thinking, and discusses new directions in corporate orientation. * Chapter 12 directly addresses the global marketing of services and outlines the shifts in the composition of world trade. * Drawing from Czinkota's personal experience as international negotiator and Deputy Assistant Secretary in the US Commerce Department, the text highlights the interaction between corporations and governments. * A strong case package contains such up-to-date material as policy conflict in "The Banana War" and environmental issues in "The Tuna and the Dolphin." * Video cases, laser disc and a computerized test bank help instructors teach through technology.

Product Details

• Hardcover: 672 pages
• Publisher: Harcourt College Pub; Har/Map edition (November 1996)
• Language: English
• ISBN-10: 0030106494
• ISBN-13: 978-0030106491
• Product Dimensions: 10.2 x 8.2 x 1.2 inches
• Shipping Weight: 3.2 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #9,816,747 in Books (See Top 100 in Books)

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0 of 1 people found the following review helpful:

5.0 out of 5 stars Global Marketing, September 23, 2000

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"[e-mail]" (Bucharest, Romania) - See all my reviews

This review is from: Global Marketing (The Dryden Press series in marketing) (Hardcover)

It's a very organized book, very updated, very rich in useful information. It was my textbook for my MBA 261 class, and i enjoy having it. The questions at the end of each chapter helped me to be well-prepared for my midterms and final exam.