International Marketing (2版)
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【簡介】
【目錄】
Table of Contents
PART I. Essentials of International Marketing
1. Introduction to International Marketing
2. Culture and Cross-Cultural Marketing
3. Global Trade and Integration
4. Country Selection and Entry Strategies
5. International Marketing Planning, Organization and Control
PART II. International Markets and Market Research
6. Markets and Segmentation in an International Context
7. International Positioning
8. Market Research in the International Environment
PART III. International Product Marketing
9. International Product and Brand Marketing
10. International Product Standardization and Adaptation
PART IV. International Pricing and Finance
11. International Pricing
12. International Finance and Pricing Implications
PART V. International Place or Distribution
13. International Marketing Channel Management
14. International Distribution: Exporting and Retailing
PART VI. International Promotion
15. Globally Integrated Marketing Communications
16. International Sales Promotions and Public Relations
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International Marketing ／19版 (19版)
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International Marketing
作 / 譯 者 ： Philip R. Cateora,R. Bruce Money,Mary C. Gilly,John L. Graham
I S B N - 13 ： 9781266151637
I S B N - 10 ： 126615163X
類 別： 國際行銷管理
版 次： 19 版
年 份： 2024
規 格： 710 頁
出 版 商： McGraw Hill Education
內容簡介
Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 19th, including the following over 300 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw-Hill Education's Connect with adaptive SmartBook.
目錄
PART I: AN OVERVIEW
Ch 1 The Scope and Challenge of International Marketing
Ch 2 The Dynamic Environment of International Trade
PART II: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS
Ch 3 History and Geography: The Foundations of Culture
Ch 4 Cultural Dynamics in Assessing Global Markets
Ch 5 Culture, Management Style, and Business Systems
Ch 6 The Political Environment: A Critical Concern
Ch 7 The International Legal Environment: Playing By the Rules
PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES
Ch 8 Developing a Global Vision through Marketing Research
Ch 9 Economic Development and the Americas
Ch10 Europe, Africa, and the Middle East
Ch11 The Asia Pacific Region
PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES
Ch12 Global Marketing Management: Planning and Organization
Ch13 Products and Services for Consumers
Ch14 Products and Services for Businesses
Ch15 International Marketing Channels
Ch16 Integrated Marketing Communications and International Advertising
Ch17 Personal Selling and Sales Management
Ch18 Pricing for International Markets
PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES
Ch19 Inventive Negotiations with International Customers, Partners, and Regulators
PART VI: SUPPLEMENTARY MATERIAL
The Country Notebook—A Guide for Developing a Marketing Plan
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International Marketing 11/e AE (11版)
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International Marketing 11/e AE
+作者：Czinkota
+年份：2023 年11 版
+ISBN：9789815059496
+書號：MB0732PC
+規格：平裝/彩色
+頁數：640
+出版商：Cengage
目錄
Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.
1: Global Environmental Drivers.
2: International Trade Frameworks and Policy.
3: The Role of Culture.
4: The Economic Environment.
5: The Political and Legal Environment.
Part II: FINDING GLOBAL CUSTOMERS.
6: Consumer, Industrial, and Government Markets.
7: Strategic Planning.
8: Analyzing People and Markets.
9: Market Entry and Expansion.
10: Marketing Organization, Implementation, and Control.
Part III: THE GLOBAL MARKETING MIX.
11: Product Management and Global Brands.
12: Global Marketing of Services.
13: Advertising, Promotion, and Sales.
14: Pricing Strategies and Tactics.
15: Global Distribution and Logistics.
Pare IV: LEADERSHIP IN GLOBAL MARKETING.
16: Social Networks and Engagement.
17: Leadership, Corporate Social Responsibility, and Sustainability.
18: New Directions and Challenges.
Appendix: Finding Your Calling: Jobs and Careers in International Marketing.
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