Michael R. Czinkota sa zameriava na praktické aspekty medzinárodného obchodu a marketingu. Jeho práca často čerpá z jeho rozsiahlych skúseností vo vládnych aj akademických kruhoch. Píše pre široké publikum, vrátane novín a odborných časopisov, a ponúka vhľad do zložitostí globálneho trhu. Jeho prístup je založený na hlbokom pochopení obchodných procesov a ich dopadu na svetovú ekonomiku.
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.