International Marketing (19 Ed.) | 誠品線上

International Marketing (19 Ed.)

作者 Philip R. Cateora/ R. Bruce Money/ Mary C. Gilly/ John L. Graham
出版社 華泰文化事業股份有限公司
商品描述 International Marketing (19 Ed.):Pioneersinthefield,Cateora,Gilly,andGrahamcontinuetosetthestandardinthis19theditionofInternationalMarketingwiththeirwell-round

內容簡介

內容簡介 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 Negotiations with International Customers, Partners, and Regulators PART VI: SUPPLEMENTARY MATERIAL The Country Notebook—A Guide for Developing a Marketing Plan

商品規格

書名 / International Marketing (19 Ed.)
作者 / Philip R. Cateora R. Bruce Money Mary C. Gilly John L. Graham
簡介 / International Marketing (19 Ed.):Pioneersinthefield,Cateora,Gilly,andGrahamcontinuetosetthestandardinthis19theditionofInternationalMarketingwiththeirwell-round
出版社 / 華泰文化事業股份有限公司
ISBN13 / 9781266151637
ISBN10 /
EAN / 9781266151637
誠品26碼 / 2682424613004
頁數 / 710
裝訂 / P:平裝
語言 / 3:英文
尺寸 / 27.6X21.6X2.5CM
級別 / N:無

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