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International Marketing

Type of study Follow-up Master
Language of instruction Czech
Code 116-0317/05
Abbreviation MM
Course title International Marketing
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Lenka Kauerová, CSc.

Subject syllabus

Introduction to IM
The International Environment
The Economic Environment
The Culture Environment
The Product Policy
Distribution
The International Promotion
Pricing Policy
The Planning Process
Organization and Control in IM

Literature

Hill, Charles, W.L.: International Business. Mc Craw Hill/Irwin, New York 2011. ISBN 978-0-07-122083-5 
Muhlbacher, H., Leihs, H.: International Marketing A Global Perspective. Thomson Learning 2006, ISBN 1-84480-132-2
CZINKOTA, Michael R. and Ilkka A. RONKAINEN. International Marketing. 10th ed. Boston: Cengage Learning, 2013. 720 p. ISBN 978-1-133-62751-7.
GILLESPIE, Kate and H. David HENNESSEY. Global Marketing. 4th ed. New York: Routledge, 2016. 559 p. ISBN 978-0-7656-4295.
KEEGAN, Warren J. and Mark C. GREEN. Global Marketing. 9th ed. Harlow: Pearson Education Limited, 2016. 624 p. ISBN 978-0134129945 .

Advised literature

KOTLER, Philipe. Marketing Management. Praha: Grada Publishing, 2013. 816 s. ISBN 978-80-247-4150-5.
HILL, Charles W. L. and G. Tomas M. HULT. International Business: Competing in the Global Marketplace. 11th ed. New York: McGraw-Hill Education, 2016. 704 p. ISBN 978-1259578113 .
O'GUINN, Thomas et al. Advertising and Integrated Brand Promotion. 7th ed. Stamford: Cengage Learning, 2014. 432 p. ISBN 978-1285187815 .
USUNIER, Jean-Claude and Julie Anne LEE. Marketing Across Cultures. 6th ed. Harlow: Pearson Education Limited, 2013. 496 p. ISBN 978-0273757733 .
Cateora, R. Philip,John L.: International Marketing. McCraw Hill/Irwin 2011 15th edition. ISBN 9780073529943 


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