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International Marketing(18版)

International

沒有庫存
訂購需時10-14天
9781260547870
Philip R. Cateora,R. Bruce Money,Mary C. Gilly,John L. Graham
華泰文化
2019年7月02日
447.00  元
HK$ 424.65
省下 $22.35
 
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ISBN:9781260547870
  • 叢書系列:國際行銷管理
  • 規格:平裝 / 682頁 / 21.5 x 27.6 x 2.2 cm / 普通級 / 全彩印刷 / 18版
  • 出版地:台灣
    國際行銷管理


  • [ 尚未分類 ]











      Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th 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 18th, including the following over 100 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 Educations Connect with adaptive SmartBook. Additional updates include:NEW Cases: New cases accompany the 18e, enlivening the material in the book and class discussions while broadening a students critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE. Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today. 4-Color Design: New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life.


     





    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 Negotiating with International Customers, Partners, and Regulators




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