International Marketing, 19/e (Paperback)

Name: International Marketing, 19/e (Paperback)
Price: 1744 TWD
Availability: OnlineOnly
Author: Philip R. Cateora,R. Bruce Money,Mary C. Gilly,John L. Graham
ISBN: 126615163X

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
相關分類: 行銷/網路行銷 Marketing

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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)

在國際行銷領域中，Cateora、Gilly和Graham在《國際行銷》第19版中繼續以他們全面的國際市場觀點樹立標準，該觀點包括歷史、地理、語言和宗教以及經濟學，幫助學生看到任何國家或地區的文化和環境獨特性。國際市場的動態性在本第19版中反映在許多大幅改進和擴展的主題上，包括超過300篇新的學術文章及其研究結果。所有的數據、文本、照片和圖像都已更新，以及McGraw-Hill Education的Connect with adaptive SmartBook中相應的內容。

其他更新包括：
1. 新案例：新案例與第19版一起提供，使書中的材料和課堂討論更加生動，同時擴展學生的批判性思維能力。這些案例提出了章節中討論的許多主題，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。此外，還可以使用McGraw-Hill CREATE創建案例手冊。
2. 跨越邊界的方塊：這些寶貴的方塊提供了公司的實例。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到全球問題的主題。
3. 4色設計：新的彩色地圖和展示使教學法更加完善，更清晰地呈現了在市場營銷和廣告中的國際符號和文化含義。此外，依賴全彩色以產生最大影響的照片可以生動地展示許多全球實例。

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：布里格姆楊大學

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