Global Marketing Management, 9/e (Paperback)
Masaaki (Mike) Kotabe , Kristiaan Helsen
- 出版商: Wiley
- 出版日期: 2022-09-01
- 定價: $1,760
- 售價: 9.8 折 $1,725
- 語言: 英文
- 頁數: 800
- ISBN: 111988876X
- ISBN-13: 9781119888765
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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
本書序言
- Thoroughly updated examples and case studies with contemporary information
- An ongoing emphasis on the increased volatility and uncertainty of today’s global markets
- Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
- New explorations of major global environmental and ethical issues
- New chapters on emerging markets, internet marketing, and corporate social responsibility
本書特色
- Offers updated, contemporary examples throughout the book
- Explores the tension between pursuing economies of scale and respecting unique cultural sensitivities in various regions
- Discusses major global environmental and ethical issues, including climate change and child labor
- Presents new and updated long case studies of real-world international marketing
作者簡介
Masaaki Kotabe - Waseda University αnd University of Hawaii at Manoa
Kristiaan Helsen - Hong Kong University of Science and Technology
目錄大綱
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
