Global Marketing

by Michael R. Czinkota

Global Positioning Ventures Ahead alerts every business to the new windows of opportunity open to those willing to explore global markets. Authors Czinkota and Ronkainen bring readers quickly up to speed on the essentials of international marketing, explaining all the strategic alternatives for going global—from exporting and licensing to distributorships and joint ventures. They illustrate how to present, promote, and price products and services to appeal to multiple world markets and how to strike back when world competitors move into one’s territory.Each chapter concludes with " Food for Thought " questions that challenge the reader to think more deeply about entry into the global market, as well as further readings and online resources that provide useful references for continuing investigation.Global Positioning Ventures Ahead equips readers with the skills to ride out the risks and reap the rewards of world-class engagement.

672 pages, Hardcover

First published November 1, 1996

About the author

Michael R. Czinkota (born 1951) is an American organizational theorist and Professor at the McDonough School of Business at Georgetown University.

Czinkota is the former Deputy Assistant Secretary of Commerce in the United States Department of Commerce (1987-1989) and a former head of U.S. delegation for Organisation for Economic Co-operation and Development (OECD) Industry Committee in Paris (1987-1989). From 1986-1987, Czinkota was a Senior Advisor for Export Controls in the U.S. Department of Commerce. Czinkota was awarded the Significant Contribution to Global Marketing award from the American Marketing Association in 2007.[1]

He is a prolific author and has written for newspapers such as The Washington Times, The Korea Times, Japan Today, Ovi Magazine, and Handelsblatt. Czinkota also writes articles for journals and scholarly publications.