Michael R. Czinkota explora las dimensiones prácticas del comercio internacional y el marketing. Su trabajo a menudo se nutre de una amplia experiencia tanto en esferas gubernamentales como académicas. Escribe para una audiencia amplia, contribuyendo a periódicos y publicaciones académicas por igual, ofreciendo perspectivas sobre las complejidades del mercado global. Su enfoque se basa en una profunda comprensión de los procesos comerciales y su impacto en la economía mundial.
Offering information on a range of international marketing topics, this text begins with start-up operations, and covers market entry considerations. It concludes with the international issues confronting giant global marketers.
Shares practical insights into the modern world trading system and the complexities that exist within. The book provides an invaluable framework for future global leaders in their endeavours to solve global trade crises and find opportunities for furthering the free flow of goods and services across borders.
A completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing beginning with start-up operations, continuing with new market entry considerations and concluding with the international issues confronting giant global marketers. Special emphasis in this edition is given to the impact technology has had on the marketing world in the past few years.