International marketing

著者

書誌事項

International marketing

Philip R. Cateora, Mary C. Gilly, John L. Graham, R. Bruce Money

McGraw-Hill Education, c2016

17th ed

大学図書館所蔵 件 / 全3件

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注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th 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. In addition to coverage of technology's impact on the international market arena, the 17th edition of International Marketing features new topics that reflect recent changes in global markets, updated teaching resources, and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content. Click "Features" below for more.

目次

Part One: An Overview 1 The Scope and Challenge of International Marketing 2 The Dynamic Environment of International Trade Part Two: The Cultural Environment of Global Markets 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 Three: Assessing Global Market Opportunities 8 Developing a Global Vision through Marketing Research 9 Economic Development and the Americas 10 Europe, Africa, and the Middle East 11 The Asia Pacific Region Part Four: 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 Five: Implementing Global Marketing Strategies 19 Inventive Negotiations with International Customers, Partners, and Regulators Part Six: Supplementary Material THE COUNTRY NOTEBOOK-A Guide for Developing a Marketing Plan

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