Global marketing management
著者
書誌事項
Global marketing management
Wiley, c2011
5th ed
- : international student version
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more multilateral. The 5th Edition further addresses some peculiar phenomenon being observed in global marketing today . Whether they choose to pursue marketing careers, all students learn how marketing managers can affect other business functions for effective corporate performance on a global basis and how to work effectively with others for the same corporate goal. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.
目次
1. Globalization. 2. Global Economic Environment. 3. Financial Environment. 4. Cultural Issues and Buying Behavior. 5. Political / Legal Environment. 6. Global Marketing Research. 7. Global Segmentation and Positioning. 8. Global Marketing Strategies. 9. Global Market Entry Modes. 10. Global Product Development. 11. Marketing Products and Services. 12. Global Pricing. 13. Communicating with the World Consumer. 14. Sales Management. 15. Global Logistics and Distribution. 16. Export/Import Management. 17. Planning, Organization and Control of Global Marketing Operations. 18. Marketing in Emerging Markets. 19. Global Marketing and the Internet.
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