International Marketing, 11/e (AE-Paperback)
Michael R. Czinkota , Ilkka A. Ronkainen , Annie Cui
- 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
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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
●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)
●專注於電子商務和科技的話題，為讀者準備應對挑戰和成功。本版本全面整合了有關科技和電子商務對當今國際營銷各個方面的影響的討論。學生們將討論電子商務或科技在營銷溝通、營銷渠道、物流和研究中的應用。
●最新的國際營銷案例示範了最佳實踐。作者在本版本的所有章節中更新了案例示範。新的和修訂的案例研究以及最佳實踐的簡短焦點突出了當今國際營銷的最新發展。您可以在課堂討論、作業中或作為線上討論板的一部分使用這些最近的案例。
●案例以真實的商業情境為特色。這些案例探討了各種主題，每個案例都介紹了一個真實的商業情境。所有案例都聚焦於實際公司的營銷和業務活動，涵蓋了廣泛的地理範圍。
●引人入勝的內容探討了物理環境和地理對營銷的影響。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下。一個有用的附錄直接討論了地理與當今國際營銷之間的關係。
●網絡練習為讀者提供線上國際營銷體驗。每章結尾都有一個特別設計的網絡營銷練習，涉及並給予學生們在當今營銷中出現的全球問題上的工作機會。
●內容討論了文化和政府對當今營銷的影響。作者強調各種國際文化如何影響營銷的商業決策。本版本還強調各種政策問題和政府的日益影響如何影響世界各地的國際營銷。
●推薦閱讀讓學生能夠在教材上建立更多的主題。作者在每章結尾精心挑選了其他資源和推薦閱讀，供希望更詳細探討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使用。
●最新的數字和表格澄清趨勢並支持案例。每章的內容，包括表格、圖表、地圖和案例，都經過全面更新，以準確呈現影響當今世界的最新營銷變化。
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)
Michael R. Czinkota是世界上國際商務和行銷領域的頂尖專家之一。媒體、全球企業和各國政府經常尋求他的見解和建議。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副商務部助理秘書，負責貿易分析和支持貿易談判。他擁有三個榮譽博士學位，並為全球各地的大學提供諮詢。他目前在喬治城大學麥克唐諾商學院任教。
Ilkka Ronkainen是國際商務和行銷領域的領先專家，他在喬治城大學麥克唐諾商學院任教已有20年。此外，他還是該學院在香港的商學項目主任。他是赫爾辛基經濟學院的國際行銷副教授，並經常在歐洲、亞洲、南美以及美國教授高階課程。
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)
第一部分：國際行銷環境。
1：全球環境驅動因素。
2：國際貿易框架和政策。
3：文化的角色。
4：經濟環境。
5：政治和法律環境。
第二部分：尋找全球客戶。
6：消費者、工業和政府市場。
7：戰略規劃。
8：分析人群和市場。
9：市場進入和擴張。
10：行銷組織、實施和控制。
第三部分：全球行銷組合。
11：產品管理和全球品牌。
12：服務的全球行銷。
13：廣告、促銷和銷售。
14：定價策略和戰術。
15：全球分銷和物流。
第四部分：全球行銷領導。
16：社交網絡和參與。
17：領導力、企業社會責任和可持續性。
18：新方向和挑戰。
附錄：尋找你的職業：國際行銷的工作和職業。
