International Marketing: Strategy and Theory (6版)

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【簡介】 This comprehensive text provides students with a solid foundation in International Marketing theory, research, and practice. Fully updated throughout, the book covers all the latest topics, including e-commerce, corporate sustainability, corporate social responsibility, cryptocurrency, and the broader political and economic context.

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.