International Marketing 11/e AE [Czinkota] 9789815059496
🔸作者：Czinkota
🔸ISBN：9789815059496
✅訂購數量5本以上另有優惠，請洽LINE客服訂購
產品介紹
- 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.
規格說明
頁數：640
版次：第11版
年份：2023年
規格：平裝/彩色
ISBN：9789815059496
產品內容與運送說明
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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