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Global Marketing Management, 2nd Edition 全球营销管理书籍详细信息
- ISBN：9780471372899
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2001-06
- 页数：739
- 价格：681.00
- 纸张：胶版纸
- 装帧：精装
- 开本：暂无开本
- 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：
We have been using the Kotabe/Helsen book for our International Marketing course at the undergraduate level, delivered by satellite to 26 ITESM compuses throughout Mexico. This book covers the subjects most clearly and offers the instructors very useful materials, especially the video and the internet exercises on its website, among others. It is truly second to none. -- Dr. Carlos Ruy Martinex, Instituto Technologico y de Estudios Superiores de Monterrey, Mexico (ITESM).
This is an excellent text that goes beyond fulfilling the basic function of facilitating students' understanding of important concepts in global marketing. The additional coverage of global competitive analysis is comprehensive, adding stufents in developing an awareness of the fundamentals and the complexity involved in the development of global marketing strategies. A define bonus can be found in the cases, with their portrayals of well-known global companies marketing their products in different regions. This feature resonates well with the familiarity and knowledge most students posses of these companies. Concurrently, these cases provide an excellent "hands-on" experience for students in marketing products in nations with diverse backgrounds. -- Janet Y. Murray, City University of Hong Kong
The conceptural framework developed in this book will facilitate an in-depth study of international marketing issues. ...well-thought out and structured analysis of several important concepts. A comprehensive set of tools is presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives sections are a area major strength of the book. It provides unique and novel insights on the strategies of multinational corporation in a wide range of situations and countries -- D. Maheswaran, New York University
This text definitely portrays modern teaching concepts in global marketing - much more holistic examination of the marketing function -- Hildy Teegan, The George Washington University
The authors' tone and style shall appeal to our students. They write in a clear and comprehensive style. ...The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising technology retailing, etc. add to the students' learning experience -- K.C. Dhawan, Concordia University/Montreal
书籍目录：
PART ONE:GLOBALIZATION
1 GLOBALIZATION IMPERATIVE
Why Global Marketing is Imperative
Globalization of Markets and Competition
International Trade versus
International Business
Who Manages International Trade?
Evolution of Global Marketing
What is Marketing?
Domestic Marketing
Export Marketing
International Marketing
Multinational Marketing
Global Marketing
The Impact of Economic Geography and Climate on Global Marketing
The Impact of the Internet on Global Marketing
PART TWO:GLOBAL MARKETING ENVIRONMENT
2 GLOBAL ECONOMIC ENVIRONMENT
Intertwined World Econon~y
Foreign Direct Investment
Portfolio Investment
Country Competitiveness
Changing Country Competitiveness
Human Resources and Technology
Evolution of Cooperative Global Trade Agreements
General Agreements on Tariffs and Trade World Trade Organization
Financial Services in WTO/GATT
WTO and E-Commerce
U.S. Position in Foreign Direct Investment and Trade
U.S. Direct Investment Overseas
Foreign Direct Investment in the United States
Balance of Payments Position
Information Technology and the Changing Nature of Competition
Value of Intellectual Property in Information Age
Proliferation of e-commerce and regulations
Regional Economic Arrangements Free Trade Area
Customs Union
Common Market
Monetary Union
Political Union
Multinational Corporations
3 GLOBAL FINANCIAL ENVIRONMENT
Historical Role of the U.S. Dollar
Development of Today's International Monetary System
The Bretton Woods Conference
The International Monetary Fund
The International Bank for Reconstruction and Development
Fixed Versus Floating Excnange Rates
Currency Blocs
Foreign Exchange and Foreign Exchange Rates
Purchasing Power Parity 70
Forecasting Exchange Rate Fluctuation
Coping with Exchange Rate Fluctuations
Spot versus Forward Foreign Exchange
Exchange Rate Pass-Through
Balance of Payments
The Internal and External Adjustments
The Asian Financial Crisis
The Nature of the Asian Financial Crisis
……
PART THREE:DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY
PART FOUR:GLOBAL MARKETLNG STRATEGY DEVELOPMENT
PART FIVE:MANAGING GLOBAL OPERATIONS
SUBJECT INDEX
AUTHOR INDEX
COMPANY INDEX
PHOTO CREDRTS
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