Global Marketing Management 9/e (9版)

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Global Marketing Management 9/e +作者：Kotabe +年份：2023 年9 版 +ISBN：9781119888765 +書號：MB0735P +規格：平裝/單色 +頁數：800 +出版商：John Wiley 內容簡介 Offers updated, contemporary examples throughout the book Explores the tension between pursuing economies of scale and respecting unique cultural sensitivities in various regions Discusses major global environmental and ethical issues, including climate change and child labor Presents new and updated long case studies of real-world international marketing 目錄 1 Globalization Imperative 2 Economic Environment 3 Financial Environment 4 Global Cultural Environment and Buying Behavior 5 Political and Legal Environment 6 Global Marketing Research 7 Global Segmentation and Positioning 8 Global Marketing Strategies 9 Global Market Entry Strategies 10 Global Product Policy Decisions I: Developing New Products for Global Markets 11 Global Product Policy Decisions II: Marketing Products and Services 12 Global Pricing 13 Global Communication Strategies 14 Sales Management 15 Global Logistics and Distribution 16 Export and Import Management 17 Planning, Organization, and Control of Global Marketing Operations 18 Marketing Strategies for Emerging Markets 19 Global Marketing and the Internet 20 Sustainable Marketing in the Global Marketplace

Global Marketing (10版)

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書名：Global Marketing 10/E 作者：Green/Keegan 出版社：PEARSON 出版日期：2020/02/00 ISBN：9781292304021 內容簡介 目錄 PART 1: INTRODUCTION 1. Introduction to Global Marketing PART 2: THE GLOBAL MARKETING ENVIRONMENT 2. The Global Economic Environment 3. The Global Trade Environment 4. Social and Cultural Environments 5. The Political, Legal, and Regulatory Environments PART 3: APPROACHING GLOBAL MARKETS 6. Global Information Systems and Market Research 7. Segmentation, Targeting, and Positioning 8. Importing, Exporting, and Sourcing 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances PART 4: THE GLOBAL MARKETING MIX 10. Brand and Product Decisions in Global Marketing 11. Pricing Decisions 12. Global Marketing Channels and Physical Distribution 13. Global Marketing Communications Decisions I: Advertising and Public Relations 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication 15. Global Marketing and the Digital Revolution PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY 16. Strategic Elements of Competitive Advantage 17. Leadership, Organization, and Corporate Social Responsibility