Higher Education

International Marketing, 9th Edition

  • includes InfoTrac®
  • Michael R. Czinkota Georgetown University
  • Ilkka A. Ronkainen Georgetown University
  • ISBN-10: 1439040583  |  ISBN-13: 9781439040584
  • 752 Pages
  • Previous Editions: 2007, 2004, 2002
  • © 2010 | Published
  • College Bookstore Wholesale Price = $353.75
  • Newer Edition Available
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INTERNATIONAL MARKETING, 9th Edition is 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 topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. The text is designed for the undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education.

Features and Benefits

  • International Marketplace: The most recent market developments are reflected in the new and updated "International Marketplace" boxes found throughout the text.
  • Recommended Readings: Found at the end of each chapter, the authors have provided additional recommended reading to be assigned in class, or to be utilized as an additional resource.
  • Video cases: Video cases are located within the case section and are available on DVD for instructors. These cases further illustrate chapter topics and have been expanded from previous editions.
  • Internet Exercises: Updated for this edition, Internet exercises are included at the end of each chapter giving readers online experience at the international and global issues that arise in marketing.
  • E-Commerce and Technology: The impact of technology and e-commerce on marketing communications, channels, logistics, and research is thoroughly integrated throughout the text.
  • Culture and Government: The text emphasizes on culture and how it affects business decisions in marketing, while also emphasizing policy issues to accurately portray governments' role in international marketing.
  • Figures and Tables: The chapter content, tables, figures, and examples have been thoroughly updated in this new edition to reflect the changes happening in the world around us.

Table of Contents

1. The Global Marketing Imperative.
Appendix A: Basics of Marketing.
Appendix B: Geographical Perspectives on International Marketing.
2. Trade Institutions and Trade Policy.
3. The Cultural Environment.
4. The Economic Environment.
5. The Political and Legal Environment.
Cases: China: Forging a Global Reputation. The Catfish Dispute. IKEA. Car Financing in China. Should Dubai Take Over U.S. Ports?. Closing the MG Rover Plants: The Aftereffects.
6. Strategic Planning.
7. Marketing Organization, Implementation and Control.
8. Research.
9. Market Entry and Expansion.
Cases: Starting and Import/Export Business. Water from Iceland. Damar International. Parker Pen Company. Exporting Chopsticks to Japan.
10. Product Adaptation.
11. Export Pricing.
12. Marketing Communication.
13. Distribution Management.
Cases: Honeyland Manuka Honey from New Zealand. Davila-Bond and the Latin American Sweater Market. Dr. Eris – Cosmetics from Poland. Imaginarium. Joemarin Oy.
14. Global Product Management and Branding.
15. Global Services.
16. Global Logistics and Materials Management.
17. Global Pricing.
18. Global Promotional Strategies.
19. International Marketing and the Future.
Appendix A: Careers in International Marketing.
Cases: Polar Adidas. LPP-Reserve: Growth of a Fashion Retailer. International Marketing and the NBA. Blood Free Diamonds. Nova Scotia. The F-18 Hornet Offset.

What's New

  • New Chapter: The authors have written a brand new chapter titled "International Marketing and the Future." This chapter identifies critical issues that marketers need to understand for future success, with the intent to identify major trends or drivers that will affect a marketer's ability to make sound business decisions, as well as suggest critical areas of focus in marketing.
  • Current Topics: The ninth edition addresses controversies surrounding issues such as globalization, the condition of domestic and international currency, terrorism and international aid, ethics and corporate citizenship, and social networking and user generated content. This edition also gives increased attention to developing economics, providing examples throughout the text.
  • Focus on the Physical Environment and Geography: Updated maps provide context in terms of social and economic data. An appendix addresses directly the relationship between geography and international marketing.
  • New cases: Following each part of the text are a variety of cases, half of which are either new or updated especially for this edition, that present students with real business situations. All cases address the activities of actual or former companies and cover a broad geographic spectrum.
  • Updated Vignettes: Almost all of the opening vignettes in the ninth edition are brand new or updated, highlighting the most innovative, as well as classic, examples to set the stage for the chapter discussion and elucidate chapter topics.


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Instructor's Resource CD-ROM  (ISBN-10: 1439079528 | ISBN-13: 9781439079522)

Key instructor ancillaries (Instructor's Manual, Test Bank, ExamView and PowerPoint slides) are provided on CD-ROM, giving instructors the ultimate tool for customizing lectures and presentations. The Instructor's Manual allows instructors to prepare for class while the revised and updated TestBank emphasizes the important concepts presented in each chapter. The ExamView (computerized) TestBank is an easy-to-use test creation software for adding and editing questions, instructions and answers. The PowerPoint slides allow instructors to customize their own multimedia classroom presentation and can easily be printed to create customized Transparency Acetates.

Student Supplements

International Marketing (Book Only)  (ISBN-10: 1439044465 | ISBN-13: 9781439044469)

List Price = $428.95  | College Bookstore Wholesale Price = $322.25

Meet the Author

Author Bio

Michael R. Czinkota

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 A. Ronkainen

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.