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著者 |
Cateora, Philip R. |
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題名 |
International marketing / Philip R. Cateora, R. Bruce Money, Mary C. Gilly, John L. Graham. |
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版次 |
18th ed. |
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版次 |
International student ed. |
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出版項 |
New York, NY : McGraw-Hill Education, c2020. |
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稽核項 |
xxxii, 682 p. : col. ill. ; 28 cm. |
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附註 |
Previous edition: 2016. |
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書目、索引、附錄等 |
Includes bibliographical references and index. |
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目錄 |
Part 1: An Overview -- 1. The Scope and Challenge of International Marketing -- 2. The Dynamic Environment of International Trade -- Part 2: The Cultural Environment of Global Market -- 3. History and Geography: The Foundations of Culture -- 4. Cultural Dynamics in Assessing Global Markets -- 5. Culture, Management Style, and Business Systems -- 6.The Political Environment: A Critical Concern -- 7. The International Legal Environment: Playing by the Rules -- Part 3: Assessing Global Market Opportunities -- 8. Developing a Global Vision through Marketing Research -- 9. Economic Development and the Americas -- 10. Europe, Africa, and the MiddleEast -- 11.The Asia Pacific Region. |
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目錄 |
Part 4: Developing Global Marketing Strategies -- 12. Global Marketing Management: Planning and Organization -- 13. Products and Services for Consumers -- 14. Products and Services for Businesses -- 15. International Marketing Channels -- 16. Integrated Marketing Communications and International Advertising -- 17. Personal Selling and Sales Management -- 18. Pricing for International Markets -- Part 5: Implementing Global Marketing Strategies -- 19. Inventive Negotiations with International Customers, Partners, and Regulators -- Part 6: Supplementary Material -- The Country Notebook: A Guide for Developing a Marketing Plan -- Cases: Cases can be found in SmartBook ot the Instructor Resources within Connect. |
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主題 |
Export marketing. |
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主題 |
International business enterprises. |
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其他著者 |
Gilly, Mary C. |
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其他著者 |
Graham, John L. |
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其他著者 |
Money, Bruce R. |
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ISBN |
1260547876 (pbk.). |
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ISBN |
9781260547870 (pbk.). |
