International Marketing, 7/e (Paperback)
暫譯: 國際行銷，第7版（平裝本）
Masaaki Kotabe , Kristiaan Helsen
- 出版商: Wiley
- 出版日期: 2017-01-01
- 定價: $1,680
- 售價: 9.8 折 $1,646
- 語言: 英文
- 頁數: 673
- ISBN: 1119923433
- ISBN-13: 9781119923435
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相關分類:
行銷/網路行銷 Marketing
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相關主題
商品描述
Description
The 7th Edition of International Marketing prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”
Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.
商品描述(中文翻譯)
描述
《國際行銷》第七版為學生準備成為有效的經理，負責在日益競爭的環境中監督全球行銷活動。作者 Kotabe 和 Helsen 簡明而有條理地闡述的指導原則是，國際行銷的現實更加「多邊」。
本書適合所有商業專業的學生，鼓勵學生了解行銷經理如何跨越商業功能，以實現全球範圍內的有效企業表現和整體企業目標的達成。《全球行銷管理》及時涵蓋了由於急劇衰退的市場環境而出現的各種經濟、金融及行銷問題。
目錄大綱
Table of Contents
Chapter 1 - Globalization Imperative
Chapter 2 - Economic Environment
Chapter 3 - Financial Environment
Chapter 4 - Global Cultural Environment and Buying Behavior
Chapter 5 - Political and Legal Environment
Chapter 6 - Global Marketing Research
Chapter 7 - Global Segmentation and Positioning
Chapter 8 - Global Marketing Strategies
Chapter 9 - Global Market Entry Strategies
Chapter 10 - Global Product Policy Decisions I: Developing New Products for Global Markets
Chapter 11 - Global Product Policy Decisions II: Marketing Products and Services
Chapter 12 - Global Pricing
Chapter 13 - Global Communication Strategies
Chapter 14 - Sales Management
Chapter 15 - Global Logistics and Distribution
Chapter 16 - Export and Import Management
Chapter 17 - Planning, Organization, and Control of Global Marketing Operations
Chapter 18 - Marketing Strategies for Emerging Markets
Chapter 19 - Global Marketing and the Internet
Chapter 20 - Sustainable Marketing in the Global Marketplace
Subject Index
Name Index
Company Index
目錄大綱(中文翻譯)
Table of Contents
Chapter 1 - Globalization Imperative
Chapter 2 - Economic Environment
Chapter 3 - Financial Environment
Chapter 4 - Global Cultural Environment and Buying Behavior
Chapter 5 - Political and Legal Environment
Chapter 6 - Global Marketing Research
Chapter 7 - Global Segmentation and Positioning
Chapter 8 - Global Marketing Strategies
Chapter 9 - Global Market Entry Strategies
Chapter 10 - Global Product Policy Decisions I: Developing New Products for Global Markets
Chapter 11 - Global Product Policy Decisions II: Marketing Products and Services
Chapter 12 - Global Pricing
Chapter 13 - Global Communication Strategies
Chapter 14 - Sales Management
Chapter 15 - Global Logistics and Distribution
Chapter 16 - Export and Import Management
Chapter 17 - Planning, Organization, and Control of Global Marketing Operations
Chapter 18 - Marketing Strategies for Emerging Markets
Chapter 19 - Global Marketing and the Internet
Chapter 20 - Sustainable Marketing in the Global Marketplace
Subject Index
Name Index
Company Index
