International marketing
著者
書誌事項
International marketing
McGraw-Hill Education, c2016
17th ed
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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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