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

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

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.

國際行銷學(Cateora/International Marketing 17e) (17版)

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書名：國際行銷學(第十七版) 作者：簡睿哲(Cateora) 出版社：華泰 出版日期：2018/09/00 ISBN：9789863414001 內容簡介 《國際行銷學》(International Marketing, 17e) 探討全球性議題，並說明國際行銷業相關的種種概念。本書強調競爭策略在不同國家市場中的影響。書中提供一種方法與架構，有助於了解及分析任何國家或區域在文化和環境上的獨特性。本書目的是要引起讀者對各大企業管理實務的興趣，並能了解從全球觀點來看國際行銷管理策略的重要性。書中透過簡要又時而幽默的當前實例吸引讀者並增進對書中觀點、概念與策略理解，藉此強調了解文化獨特性與企業相關實務與策略之重要性。第十七版新增的議題包括競爭、改變行銷結構、道德和社會責任以及21世紀管理人員的發展。 目錄 第1章 國際行銷之範疇及挑戰 第2章 評估全球市場時應考量的文化變遷 第3章 文化、管理風格及企業體系 第4章 政治環境—關鍵的議題 第5章 國際法律環境：依法行事 第6章 透過行銷研究建立全球視野 第7章 亞太市場 第8章 全球行銷管理: 規劃與組織 第9章 消費性與企業產品及服務 第10章 國際行銷的通路 第11章 整合行銷傳播與國際廣告 第12章 人員銷售及銷售管理 第13章 國際市場的訂價