Principles of International Marketing, International Edition[国际营销学]

图书标准信息

• 作者 Michael R.、Ilkka A. Ronkainen 著
• 出版社 South-Western College Publishing
• 出版时间 2012-08
• 版次 10
• ISBN 9781133588399
• 定价 617.90元
• 装帧 平装
• 开本 其他
• 纸张 其他
• 页数 720页
• 正文语种 英语

【内容简介】

"InternationalMarketing"isaninnovative,up-to-datetextidealforanyoneseekingsuccessinthisfast-pacedfield.Youwilldiscovertopicsrangingfrombeginningstart-upoperationstoconfrontinggiantglobalmarketers.Thisin-depthtextwillprepareyoutoconquertheinternationalbusinessworld.

【作者简介】

MichaelR.Czinkotaisoneoftheforemostexpertsoninternationalbusinessandmarketingintheworld.Hisinsightsandcounselarefrequentlysoughtbythemedia,globalcompanies,andgovernmentsallovertheworld.Heisafrequentspeakeronissuesrelatedtotrade,tradepolicy,andglobalbusinessstrategies.Hiskeyresearchisinthefieldofexportpromotionandexportdevelopment.HehasservedintheU.S.GovernmentasDeputyAssistantSecretaryofCommerce,wherehewasresponsiblefortradeanalysisandsupportoftradenegotiations.Heholdsthreehonorarydoctoratesandadvisesuniversitiesaroundtheglobe.HecurrentlyservesonthefacultyofTheMcDonoughSchoolofBusinessatGeorgetownUniversity.

IlkkaRonkainen,aleadingexpertintheareasofinternationalbusinessandmarketing,hasservedonthefacultyofTheMcDonoughSchoolofBusinessatGeorgetownUniversityforthepast20years.Inaddition,heistheDirectoroftheSchoolofBusinessprograminHongKong.HeisdocentofinternationalmarketingattheHelsinkiSchoolofEconomicsandfrequentlyteachesexecutiveclassesinEurope,Asia,SouthAmerica,aswellastheUnitedStates.

【目录】

PartI:THEINTERNATIONALMARKETINGENVIRONMENT.
1.TheGlobalEnvironment.
2.InternationalTradeFrameworksandPolicy.
3.TheRoleofCulture.
4.TheEconomicEnvironment.
5.ThePoliticalandLegalEnvironments.
PartII:FINDINGGLOBALCUSTOMERS.
6.TheGlobalConsumer.
7.StrategicPlanning.
8.AnalyzingPeopleandMarkets.
9.MarketEntryandExpansion.
10.OrganizationforGlobalMarketing.
PartIII:THEGLOBALMARKETINGMIX.
11.ProductManagementandGlobalBrands.
12.MarketingofServices.
13.Advertising,Promotion,andSales.
14.PricingStrategiesandTactics.
15.GlobalDistributionandLogistics.
PartIV:LEADERSHIPINGLOBALMARKETING.
16.SocialNetworksandCommunication.
17.Leadership:ResponsibilityandSustainability.
18.NewDirectionsandChallenges.
Appendix.FindingYourCallinginGlobalMarkets:JobsandCareers.