International Marketing, 11/e (AE-Paperback)
暫譯: 國際行銷，第11版 (AE-平裝本)

Michael R. Czinkota , Ilkka A. Ronkainen , Annie Cui

International Marketing, 11/e (AE-Paperback)
  • 出版商: Cengage Learning
  • 出版日期: 2023-01-01
  • 定價: $1,380
  • 售價: 9.8 折 $1,352
  • 語言: 英文
  • 頁數: 640
  • ISBN: 9815059491
  • ISBN-13: 9789815059496
  • 相關分類: 行銷/網路行銷 Marketing

    • 下單後立即進貨 (約5~7天)

商品描述

●TOPICS FOCUSED ON E-COMMERCE AND TECHNOLOGY PREPARE READERS FOR CHALLENGES AND SUCCESS. This edition thoroughly integrates discussions about the impact of technology and e-commerce on all aspects of international marketing today. Students discuss e-commerce or technology at work within marketing communications, marketing channels, logistics and research.
●TODAY'S MOST UP-TO-DATE INTERNATIONAL MARKETING EXAMPLES DEMONSTRATE BEST PRACTICES IN ACTION. The authors have updated examples throughout all of this edition's chapters. New and revised case studies and brief spotlights of best practices highlight the latest developments in international marketing today. You can use these recent examples in class discussions, in assignments or as part of online discussion boards.
●CASES FEATURE REAL BUSINESS SITUATIONS. These cases explore a variety of topics as they each introduce a real business situation. All cases focus on the marketing and business activities of actual companies and encompass a broad geographic spectrum.
●CAPTIVATING CONTENT EXAMINES THE IMPACT OF THE PHYSICAL ENVIRONMENT AND GEOGRAPHY ON MARKETING. The most recent maps, including electronic maps, place updated content within the context of social and economic data. A helpful appendix directly addresses the relationship between geography and international marketing today.
●INTERNET EXERCISES PROVIDE ONLINE INTERNATIONAL MARKETING EXPERIENCES FOR READERS. Each chapter concludes with a specially designed Internet marketing exercise that addresses and gives students an opportunity to work with global issues that are emerging in marketing today.
●CONTENT DISCUSSES THE IMPACT OF CULTURE AND GOVERNMENT ON MARKETING TODAY. The authors highlight how various international cultures affects business decisions in marketing. This edition also emphasizes how various policy issues and the increasing influence of governments are impacting international marketing in all parts of the world.
●RECOMMENDED READINGS ALLOW STUDENTS TO BUILD UPON TOPICS IN THE TEXT. The authors have carefully curated additional resources and recommended readings at the end of each chapter for students who wish to explore key topics in more detail. You can assign these readings as class requirements, or use these suggestions as additional optional resources.
●THE LATEST FIGURES AND TABLES CLARIFY TRENDS AND SUPPORT EXAMPLES. Each chapter's content, including tables, figures, maps and examples, are thoroughly updated to accurately present the latest marketing changes affecting the world today.

商品描述(中文翻譯)

● 專注於電子商務和技術的主題為讀者準備面對挑戰和成功。本版徹底整合了有關技術和電子商務對當今國際行銷各方面影響的討論。學生們討論電子商務或技術在行銷傳播、行銷渠道、物流和研究中的應用。

● 當今最新的國際行銷範例展示最佳實踐的實際應用。作者在本版的所有章節中更新了範例。新的和修訂的案例研究以及最佳實踐的簡要介紹突顯了當今國際行銷的最新發展。您可以在課堂討論、作業或作為線上討論板的一部分使用這些近期範例。

● 案例展示真實的商業情境。這些案例探討各種主題，並介紹真實的商業情境。所有案例都專注於實際公司的行銷和商業活動，涵蓋廣泛的地理範圍。

● 引人入勝的內容檢視物理環境和地理對行銷的影響。最新的地圖，包括電子地圖，將更新的內容置於社會和經濟數據的背景中。一個有用的附錄直接探討了地理與當今國際行銷之間的關係。

● 網路練習為讀者提供線上國際行銷的體驗。每章結尾都有一個特別設計的網路行銷練習，讓學生有機會處理當今行銷中出現的全球性議題。

● 內容討論文化和政府對當今行銷的影響。作者強調各種國際文化如何影響行銷中的商業決策。本版還強調各種政策問題及政府影響力的增加如何影響全球各地的國際行銷。

● 推薦閱讀讓學生能夠在文本主題上進一步深入。作者在每章結尾精心策劃了額外資源和推薦閱讀，供希望更詳細探索關鍵主題的學生使用。您可以將這些閱讀指定為課堂要求，或將這些建議作為額外的選擇性資源。

● 最新的數據和表格澄清趨勢並支持範例。每章的內容，包括表格、圖形、地圖和範例，都經過徹底更新，以準確呈現當今影響世界的最新行銷變化。

作者簡介

Michael R. Czinkota is one of the foremost experts on international business and marketing in the world. His insights and counsel are frequently sought by the media, global companies, and governments all over the world. He is a frequent speaker on issues related to trade, trade policy, and global business strategies. His key research is in the field of export promotion and export development. He has served in the U.S. Government as Deputy Assistant Secretary of Commerce, where he was responsible for trade analysis and support of trade negotiations. He holds three honorary doctorates and advises universities around the globe. He currently serves on the faculty of The McDonough School of Business at Georgetown University.

Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.

作者簡介(中文翻譯)

邁克爾·R·欽科塔是國際商業和行銷領域的頂尖專家之一。他的見解和建議經常受到全球媒體、跨國公司和各國政府的重視。他經常就貿易、貿易政策和全球商業策略等議題發表演講。他的主要研究領域是出口促進和出口發展。他曾在美國政府擔任商務部副助理部長，負責貿易分析和貿易談判的支持。他擁有三個榮譽博士學位，並為全球多所大學提供諮詢。目前，他在喬治城大學的麥克多諾商學院任教。



伊爾卡·羅恩凱寧是國際商業和行銷領域的領先專家，過去20年來一直在喬治城大學的麥克多諾商學院任教。此外，他還擔任香港商學院的主任。他是赫爾辛基經濟學院的國際行銷講師，並經常在歐洲、亞洲、南美洲以及美國教授高管課程。

目錄大綱

Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.
1: Global Environmental Drivers.
2: International Trade Frameworks and Policy.
3: The Role of Culture.
4: The Economic Environment.
5: The Political and Legal Environment.
Part II: FINDING GLOBAL CUSTOMERS.
6: Consumer, Industrial, and Government Markets.
7: Strategic Planning.
8: Analyzing People and Markets.
9: Market Entry and Expansion.
10: Marketing Organization, Implementation, and Control.
Part III: THE GLOBAL MARKETING MIX.
11: Product Management and Global Brands.
12: Global Marketing of Services.
13: Advertising, Promotion, and Sales.
14: Pricing Strategies and Tactics.
15: Global Distribution and Logistics.
Pare IV: LEADERSHIP IN GLOBAL MARKETING.
16: Social Networks and Engagement.
17: Leadership, Corporate Social Responsibility, and Sustainability.
18: New Directions and Challenges.
Appendix: Finding Your Calling: Jobs and Careers in International Marketing.

目錄大綱(中文翻譯)

Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.

1: Global Environmental Drivers.

2: International Trade Frameworks and Policy.

3: The Role of Culture.

4: The Economic Environment.

5: The Political and Legal Environment.

Part II: FINDING GLOBAL CUSTOMERS.

6: Consumer, Industrial, and Government Markets.

7: Strategic Planning.

8: Analyzing People and Markets.

9: Market Entry and Expansion.

10: Marketing Organization, Implementation, and Control.

Part III: THE GLOBAL MARKETING MIX.

11: Product Management and Global Brands.

12: Global Marketing of Services.

13: Advertising, Promotion, and Sales.

14: Pricing Strategies and Tactics.

15: Global Distribution and Logistics.

Pare IV: LEADERSHIP IN GLOBAL MARKETING.

16: Social Networks and Engagement.

17: Leadership, Corporate Social Responsibility, and Sustainability.

18: New Directions and Challenges.

Appendix: Finding Your Calling: Jobs and Careers in International Marketing.

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