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
原價:
1780
售價:
1691
現省:
89元
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