Global Marketing Management, 9/e (Paperback)
暫譯: 全球行銷管理，第9版（平裝本）
Masaaki (Mike) Kotabe , Kristiaan Helsen
- 出版商: Wiley
- 出版日期: 2022-09-01
- 定價: $1,760
- 售價: 9.8 折 $1,725
- 語言: 英文
- 頁數: 800
- ISBN: 111988876X
- ISBN-13: 9781119888765
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相關分類:
行銷/網路行銷 Marketing
下單後立即進貨 (約5~7天)
相關主題
商品描述
本書序言
- Thoroughly updated examples and case studies with contemporary information
- An ongoing emphasis on the increased volatility and uncertainty of today’s global markets
- Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
- New explorations of major global environmental and ethical issues
- New chapters on emerging markets, internet marketing, and corporate social responsibility
本書特色
- 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
商品描述(中文翻譯)
本書序言
- 徹底更新的範例和案例研究，包含當代資訊
- 持續強調當今全球市場的波動性和不確定性增加
- 更新對於追求規模經濟與尊重獨特文化敏感性之間平衡的討論
- 對主要全球環境和倫理問題的新探索
- 新增有關新興市場、網路行銷和企業社會責任的章節
本書特色
- 全書提供更新的當代範例
- 探討在各地區追求規模經濟與尊重獨特文化敏感性之間的緊張關係
- 討論主要的全球環境和倫理問題，包括氣候變遷和童工問題
- 呈現新的和更新的真實國際行銷長案例研究
作者簡介
Masaaki Kotabe - Waseda University αnd University of Hawaii at Manoa
Kristiaan Helsen - Hong Kong University of Science and Technology
作者簡介(中文翻譯)
Masaaki Kotabe - 早稻田大學及夏威夷大學馬諾阿分校
Kristiaan Helsen - 香港科技大學
目錄大綱
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
目錄大綱(中文翻譯)
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
