Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University. Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.

• Parte I. El entorno del Marketing Internacional  1. Impulsores del entorno global.2. Marco de referencia y política del comercio internacional.3. El rol de la cultura.4. El entorno económico.5. El entorno político y legal.Parte II. Cómo encontrar Clientes Globales6. Mercados de consumo, industrial y de gobierno.7. Planeación estratégica.8. Análisis de personas y mercados.9. Entrada y expansión del mercado.10. Organización, implementación y control del marketing.Parte III. La Mezcla del marketing global11. Administración del producto y marcas globales.12. Marketing de servicios global.13. Publicidad, promoción y ventas.14. Estrategias y tácticas de fijación de precios.15. Distribución y logística globales.Parte IV. Liderazgo en el Marketing Global16. Redes sociales y comunicación.17. Liderazgo, responsabilidad social corporativa y sustentabilidad.18. Nuevas direcciones y desafíos.

Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University. Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.

• Parte I. El entorno del Marketing Internacional  1. Impulsores del entorno global.2. Marco de referencia y política del comercio internacional.3. El rol de la cultura.4. El entorno económico.5. El entorno político y legal.Parte II. Cómo encontrar Clientes Globales6. Mercados de consumo, industrial y de gobierno.7. Planeación estratégica.8. Análisis de personas y mercados.9. Entrada y expansión del mercado.10. Organización, implementación y control del marketing.Parte III. La Mezcla del marketing global11. Administración del producto y marcas globales.12. Marketing de servicios global.13. Publicidad, promoción y ventas.14. Estrategias y tácticas de fijación de precios.15. Distribución y logística globales.Parte IV. Liderazgo en el Marketing Global16. Redes sociales y comunicación.17. Liderazgo, responsabilidad social corporativa y sustentabilidad.18. Nuevas direcciones y desafíos.

Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University. Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.

• Parte I. El entorno del Marketing Internacional  1. Impulsores del entorno global.2. Marco de referencia y política del comercio internacional.3. El rol de la cultura.4. El entorno económico.5. El entorno político y legal.Parte II. Cómo encontrar Clientes Globales6. Mercados de consumo, industrial y de gobierno.7. Planeación estratégica.8. Análisis de personas y mercados.9. Entrada y expansión del mercado.10. Organización, implementación y control del marketing.Parte III. La Mezcla del marketing global11. Administración del producto y marcas globales.12. Marketing de servicios global.13. Publicidad, promoción y ventas.14. Estrategias y tácticas de fijación de precios.15. Distribución y logística globales.Parte IV. Liderazgo en el Marketing Global16. Redes sociales y comunicación.17. Liderazgo, responsabilidad social corporativa y sustentabilidad.18. Nuevas direcciones y desafíos.