Global Marketing Managemet, 8/e (AE-Paperback)
暫譯: 全球行銷管理，第8版 (AE-平裝本)
Masaaki Kotabe , Kristiaan Helsen
- 出版商: Wiley
- 出版日期: 2020-01-01
- 定價: $1,800
- 售價: 9.8 折 $1,764
- 語言: 英文
- 頁數: 768
- ISBN: 1119667186
- ISBN-13: 9781119667186
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相關分類:
行銷/網路行銷 Marketing
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相關主題
商品描述
Description
Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world.
Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.
Features
Presents diverse perspectives on global marketing strategies in different industries and geographic locations
Provides numerous case studies of current real-world marketing strategies and practices
Discusses a broad range of marketing-related concepts and tools used by actual companies
Features chapter overviews and summaries, definitions of key terms, and numerous tables, flowcharts, and illustrations
Includes an instructor companion website containing downloadable case studies and supplementary resources
商品描述(中文翻譯)
描述
《全球行銷管理》第八版結合了學術嚴謹性、當代相關性和學生友好的可讀性，回顧行銷經理如何在日益競爭的國際商業環境中取得成功。這本深入但易於理解的教科書幫助學生了解最先進的全球行銷實踐，並認識到行銷經理如何跨越商業功能以實現整體企業目標。作者提供了相關的歷史背景，並根據來自全球行銷高管和學術研究者的信息，對當前趨勢進行邏輯解釋。
這本專為商業專業學生設計的第八版經過全面更新，既描述了當今的多邊現實，也探討了全球背景下行銷的未來。文本基於四個主要主題，討論了全球經濟所經歷的劇變、資訊科技和電子商務的爆炸性增長、全球化的經濟和政治力量，以及企業行動的各種後果，如環境污染、不合格的食品安全和不安全的工作環境。每一章都包含回顧和討論問題，以鼓勵課堂參與並加強學生學習。
特點
提供不同產業和地理位置的全球行銷策略的多元觀點
提供當前現實世界行銷策略和實踐的眾多案例研究
討論實際公司使用的廣泛行銷相關概念和工具
包含章節概述和摘要、關鍵術語定義，以及眾多表格、流程圖和插圖
包括一個教師伴隨網站，提供可下載的案例研究和補充資源
目錄大綱
Table of Contents
1 Globalization Imperative
2 Economic Environment
3 Financial Environment
4 Global Cultural Environment and Buying Behavior
5 Political and Legal Environment
6 Global Marketing Research
7 Global Segmentation and Positioning
8 Global Marketing Strategies
9 Global Market Entry Strategies
10 Global Product Policy Decisions I: Developing New Products for Global Markets
11 Global Product Policy Decisions II: Marketing Products and Services
12 Global Pricing
13 Global Communication Strategies
14 Sales Management
15 Global Logistics and Distribution
16 Export and Import Management
17 Planning, Organization, and Control of Global Marketing Operations
18 Marketing Strategies for Emerging Markets
19 Global Marketing and the Internet
20 Sustainable Marketing in the Global Marketplace
目錄大綱(中文翻譯)
Table of Contents
1 Globalization Imperative
2 Economic Environment
3 Financial Environment
4 Global Cultural Environment and Buying Behavior
5 Political and Legal Environment
6 Global Marketing Research
7 Global Segmentation and Positioning
8 Global Marketing Strategies
9 Global Market Entry Strategies
10 Global Product Policy Decisions I: Developing New Products for Global Markets
11 Global Product Policy Decisions II: Marketing Products and Services
12 Global Pricing
13 Global Communication Strategies
14 Sales Management
15 Global Logistics and Distribution
16 Export and Import Management
17 Planning, Organization, and Control of Global Marketing Operations
18 Marketing Strategies for Emerging Markets
19 Global Marketing and the Internet
20 Sustainable Marketing in the Global Marketplace
