International Marketing, 2/e (Paperback)
暫譯: 國際行銷，第二版（平裝本）

Daniel W. Baack , Barbara Czarnecka , Donald Baack

International Marketing, 2/e (Paperback)
  • 出版商: SAGE Publications
  • 出版日期: 2018-11-20
  • 定價: $1,360
  • 售價: 9.8 折 $1,333
  • 語言: 英文
  • 頁數: 672
  • ISBN: 1506389228
  • ISBN-13: 9781506389226
  • 相關分類: 行銷/網路行銷 Marketing

    • 下單後立即進貨 (約5~7天)

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商品描述

Description
Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context.

The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.

The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns.

New to the second edition:

  • More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka
  • Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries
  • New coverage of digital advances and social media marketing
  • Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography
  • Additional videos supplementing the comprehensive online resource package for students and lecturers

A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.

商品描述(中文翻譯)

書籍描述

在第二版中，國際行銷 繼續提供其標誌性的整合方法，深入探討行銷概念，並置於真正的國際背景中。



作者討論了影響任何國際行銷計畫的五個關鍵因素——文化、語言、政治/法律系統、經濟系統和技術差異——與市場、產品、定價、分銷（地點）和促銷等核心行銷概念相關聯。



本書還在每一章中涵蓋可持續性和底層金字塔問題，並提供來自跨國公司和較小地方企業的豐富插圖和範例。



第二版的新內容：


  • 透過新範例、案例研究以及新合著者Barbara Czarnecka帶來的經驗，增強全球焦點

  • 全新章節關於文化與跨文化行銷，包括政治動盪和近期的民族主義回潮（例如：英國脫歐和特朗普總統任期）以及對發展中國家的進一步探討

  • 新增數位進步和社交媒體行銷的內容

  • 更新理論和方法，包括服務主導邏輯（Service Dominant Logic, S-DL）、消費文化理論（Consumer Culture Theory, CCT）和網絡民族誌（Netnography）

  • 額外的視頻補充了為學生和講師提供的全面在線資源包

本書配有豐富的在線資源，包括每章50-65題的測試題庫、PowerPoint簡報、範本課程大綱、互動地圖、國家資料表、抽認卡、SAGE期刊文章以及制定行銷計畫的指導方針。

作者簡介

Daniel W. Baack - University of Denver, USA
Barbara Czarnecka - London South Bank University, UK
Donald Baack - Pittsburg State University, Pittsburg, USA

作者簡介(中文翻譯)

丹尼爾·W·巴克（Daniel W. Baack） - 美國丹佛大學

巴巴拉·查爾內卡（Barbara Czarnecka） - 英國倫敦南岸大學

唐納德·巴克（Donald Baack） - 美國匹茲堡州立大學

目錄大綱

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

目錄大綱(中文翻譯)

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

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