International Marketing, 19/e (Paperback)
暫譯: 國際行銷,第19版(平裝本)
Philip R. Cateora,R. Bruce Money,Mary C. Gilly,John L. Graham
- 出版商: McGraw-Hill Education
- 出版日期: 2023-07-19
- 售價: $1,780
- 貴賓價: 9.8 折 $1,744
- 語言: 英文
- 頁數: 710
- ISBN: 126615163X
- ISBN-13: 9781266151637
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相關分類:
行銷/網路行銷 Marketing
下單後立即進貨 (約5~7天)
相關主題
商品描述
Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th 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. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 19th, including the following over 300 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw-Hill Education's Connect with adaptive SmartBook.
Additional updates include:
1.Nne Cases: New cases accompany the 19e, enlivening the material in the book and class discussions while broadening a student’s critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE.
2.Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today.
3.4-Color Design: New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life.
商品描述(中文翻譯)
在這個第19版的《國際行銷》中,領域的先驅Cateora、Gilly和Graham繼續設定標準,提供對國際市場的全面觀點,涵蓋歷史、地理、語言和宗教,以及經濟學,幫助學生了解任何國家或地區的文化和環境獨特性。國際市場的動態特性在第19版中得到了體現,包含了超過300篇新的學術文章及其研究結果,並且許多主題得到了顯著改善和擴展。所有數據、文本、照片和圖像均已更新,以保持其時效性,與McGraw-Hill Education的Connect及其自適應的SmartBook中的相應內容一致。
其他更新包括:
1. 新案例:新案例伴隨第19版,活化了書中的材料和課堂討論,同時擴展學生的批判性思維能力。這些案例提出了許多章節中討論的主題,並展示了這些概念在現實世界中的應用。這些案例可以在Connect和SmartBook中分配。可選擇使用McGraw-Hill CREATE創建案例小冊子。
2. 跨越邊界的盒子:這些寶貴的盒子提供了公司範例的軼事。這些有趣的例子旨在鼓勵批判性思維,並引導學生探討從倫理到文化再到當今行銷人員面臨的全球問題的各種主題。
3. 四色設計:新的彩色地圖和展品改善了教學法,並更清晰地呈現國際符號和行銷及廣告中的文化意義。此外,依賴全彩以達到最大影響的照片,輕鬆地將許多全球範例生動呈現。
作者簡介
作者:Philip R. Cateora
現職:University of Colorado
作者:R. Bruce Money
現職:Brigham Young University
作者:Mary C. Gilly
現職:University of California, Irvine
作者:John L. Graham
現職:University of California, Irvine
作者簡介(中文翻譯)
作者:Philip R. Cateora
現職:科羅拉多大學
作者:R. Bruce Money
現職:楊百翰大學
作者:Mary C. Gilly
現職:加州大學爾灣分校
作者:John L. Graham
現職:加州大學爾灣分校
目錄大綱
PART I: AN OVERVIEW
Ch 1 The Scope and Challenge of International Marketing
Ch 2 The Dynamic Environment of International Trade
PART II: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS
Ch 3 History and Geography: The Foundations of Culture
Ch 4 Cultural Dynamics in Assessing Global Markets
Ch 5 Culture, Management Style, and Business Systems
Ch 6 The Political Environment: A Critical Concern
Ch 7 The International Legal Environment: Playing By the Rules
PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES
Ch 8 Developing a Global Vision through Marketing Research
Ch 9 Economic Development and the Americas
Ch10 Europe, Africa, and the Middle East
Ch11 The Asia Pacific Region
PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES
Ch12 Global Marketing Management: Planning and Organization
Ch13 Products and Services for Consumers
Ch14 Products and Services for Businesses
Ch15 International Marketing Channels
Ch16 Integrated Marketing Communications and International Advertising
Ch17 Personal Selling and Sales Management
Ch18 Pricing for International Markets
PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES
Ch19 Inventive Negotiations with International Customers, Partners, and Regulators
PART VI: SUPPLEMENTARY MATERIAL
The Country Notebook—A Guide for Developing a Marketing Plan
目錄大綱(中文翻譯)
PART I: AN OVERVIEW
Ch 1 The Scope and Challenge of International Marketing
Ch 2 The Dynamic Environment of International Trade
PART II: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS
Ch 3 History and Geography: The Foundations of Culture
Ch 4 Cultural Dynamics in Assessing Global Markets
Ch 5 Culture, Management Style, and Business Systems
Ch 6 The Political Environment: A Critical Concern
Ch 7 The International Legal Environment: Playing By the Rules
PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES
Ch 8 Developing a Global Vision through Marketing Research
Ch 9 Economic Development and the Americas
Ch10 Europe, Africa, and the Middle East
Ch11 The Asia Pacific Region
PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES
Ch12 Global Marketing Management: Planning and Organization
Ch13 Products and Services for Consumers
Ch14 Products and Services for Businesses
Ch15 International Marketing Channels
Ch16 Integrated Marketing Communications and International Advertising
Ch17 Personal Selling and Sales Management
Ch18 Pricing for International Markets
PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES
Ch19 Inventive Negotiations with International Customers, Partners, and Regulators
PART VI: SUPPLEMENTARY MATERIAL
The Country Notebook—A Guide for Developing a Marketing Plan