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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
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