Thursday, February 21, 2013

EBSCO eBook: Global Business

Michael R. Czinkota and Ilkka A. Ronkainen's Global Business: Positioning Ventures Ahead (Routledge, 2011) serves as an introduction to international marketing.

Chapters present such topics as researching global markets, creating a global presence, product and brand positioning, avoiding cultural divides, uncovering trends, and more. Basic concepts are covered, with bullet points pulling out significant ideas. Each chapter concludes with a short list of material for further reading and links to related websites.

Global Business is available online to students, faculty, and staff at Christian Brothers University. It is part of our EBSCO eBooks collection.

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