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International Marketing(19版)
作者：
Philip R. Cateora, R. Bruce Money, Mary C. Gilly, John L. Graham
分類：
參考•考試•教科書
／
高職•二專•四技教科書
叢書系列：商管理工
出版社：
McGraw Hill
出版日期：2023/7/19
ISBN：9781266151637
書籍編號：kk0586696
頁數：710
定價：
1780
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International Marketing(19版) 內容簡介 Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th 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 19th, including the following over 300 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: 1.Nne Cases: New cases accompany the 19e, 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. 2.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. 3.4-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.
作者簡介 Philip R. Cateora 現職：University of Colorado R. Bruce Money 現職：Brigham Young University Mary C. Gilly 現職：University of California, Irvine John L. Graham 現職：University of California, Irvine
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 Negotiations with International Customers, Partners, and Regulators PART VI: SUPPLEMENTARY MATERIAL The Country Notebook—A Guide for Developing a Marketing Plan
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