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GLOBAL MARKETING书籍详细信息
- ISBN：9780137042685
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2011-01
- 页数：621
- 价格：689.90
- 纸张：胶版纸
- 装帧：平装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
New! Thorough integration of Web 2.0 application throughout the book, including updates and examples for students and lecturers now available from the author through Twitter.
New! Each chapter-opening vignette is now linked to an end-of-chapter case with discussion questions.
New! 4-color text design and reorganization of the chapters.
Updated! Culture Watch features draw students' attention to the possible challenges faced by international marketing by giving examples from across the globe.
Updated! Closing case studies from the Middle East, South Africa, Europe, Asia, and Australia apply the discussed theories to a real company example.
书籍目录：
Preface
Acknowledgments
About the Authors
PART 1 INTRODUCTION
Chapter 1 Introduction to Global Marketing
Introduction and Overview
Principles of Marketing:A Review
Competitive Advantage, Globalization, and Global Industries
Global Marketing: What It Is and What It Isn't
The Importance of Global Marketing
Management Orientations
Ethnocentric Orientation
Polycentric Orientation
Regiocentric Orientation
Geocentric Orientation
Forces Affecting Global Integration and Global Marketing
Multilateral Trade Agreements
Converging Market Needs and Wants and the Information Revolution
Transportation and Communication Improvements
Product Development Costs
Quality
World Economic Trends
Leverage
Outline of This Book
PART 2 THE GLOBAL MARKETING ENVIRONMENT
Chapter 2 The Global Economic Environment
The World Economy--An Overview
Economic Systems
Market Capitalism
Centrally Planned Socialism
Centrally Planned Capitalism and Market Socialism
Stages of Market Development
Low-Income Countries
Lower-Middle-Income Countries
Upper-Middle-Income Countries
Marketing Opportunities in LDCs and Developing Countries
High-Income Countries
The Triad
Marketing Implications of the Stages of Development
Balance of Payments
Trade in Merchandise and Services
PART 3 APPROACHING GLOBAL MARKETS
PART 4 THE GLOBAL MARTETING MIX
PART 5 STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
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编辑推荐
This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you.should be aware, that it has been wrongfully imported without the approval of the Publisher or the Author.Pearson International Edition.
书籍介绍
The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The new edition focuses on the recent changes in the world, including the global financial crisis.
MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。
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