International Marketing (18 Ed.) | 誠品線上

International Marketing (18 Ed.)

內容簡介

內容簡介 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 Education's 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 student's 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.

作者介紹

作者介紹 Philip R. Cateora現職：University of ColoradoR. Bruce Money現職：Brigham Young UniversityMary C. Gilly現職：University of California, IrvineJohn L. Graham現職：University of California, Irvine

產品目錄

產品目錄 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

商品規格

最佳賣點

最佳賣點 : 國際行銷管理