International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham.  (Text) (Text)

Cateora, Philip R
Gilly, Mary C | Graham, John L
Call no.: HF1009.5 .C35 2013Publication: New York : McGraw-Hill Irwin, c2013Edition: 16th edDescription: xxxiii, 638 p. : col. illNotes: Includes indexes.ISBN: 9780073529974 (alk. paper); 0073529974 (alk. paper)Subject(s): Export marketingInternational business enterprisesMK 333 Highly correlatedกต 333 Highly correlatedLOC classification: HF1009.5 | .C35 2013
Contents:pt. I. Overview -- 1. Scope and challenge of international marketing -- 2. Dynamic environment of international trade -- pt. II. The cultural environment of global markets -- 3. History and geography : the foundations of culture -- 4. Cultural dynamics in assessing global markets -- 5. Culture, management style, and business systems -- 6. The political environment : a critical concern -- 7. The international legal environment : playing by the rules -- pt. III. Assessing global market opportunities -- 8. Developing a global vision through marketing research -- 9. Economic development and the Americas -- 10. Europe, Africa, and the Middle East -- 11. The Asia Pacific region -- pt. IV. Developing global marketing strategies -- 12. Global marketing management : planning and organization -- 13. Products and services for consumers -- 14. Products and services for businesses -- 15. International marketing channels -- 16. Integrated marketing communications and international advertising -- 17. Personal selling and sales management -- 18. Pricing for international markets -- pt. V. Implementing global marketing strategies -- 19. Inventive negotiations with international customers, partners, and regulators -- pt. VI. Supplementary material -- The country notebook : a guide for developing a marketing plan -- Cases -- 1. Overview -- Starbucks : going global fast -- Nestlé : the infant formula controversy -- Coke and Pepsi learn to compete in India -- Marketing microwave ovens to a new market segment -- 2. Cultural environment of global marketing -- The Not-So-Wonderful World of EuroDisney : things are better now at Disneyland Resort Paris -- Cultural norms, fair & lovely, and advertising -- Starnes-Brenner Machine Tool Company : to bribe or not to bribe? -- Ethics and Airbus -- Coping with corruption in trading with Vietnam -- When international buyers and sellers disagree -- McDonald's and obesity -- Ultrasound machines, India, China, and a skewed sex ratio -- Coping with piracy in China -- 3. Assessing global market opportunities -- International marketing research at the Mayo Clinic -- Swifter, higher, stronger, dearer -- Marketing to the bottom of the pyramid -- Continued growth for Zara and Inditex -- A Sea Launch recovery? -- 4. Developing global marketing strategies -- Tambrands : overcoming cultural resistance -- Iberia Airlines builds a BATNA -- Sales negotiations abroad for MRI systems -- National office machines : motivating Japanese salespeople : straight salary or commission? -- AIDS, condoms, and carnival -- Making socially responsible and ethical marketing decisions : selling tobacco to Third World countries -- The obstacles to introducing a new product into a new market -- Mary Kay in India.
แท็ก: ไม่มีแท็กจากห้องสมุดสำหรับชื่อเรื่องนี้ เข้าสู่ระบบเพื่อเพิ่มแท็ก
ประเภททรัพยากร ตำแหน่งปัจจุบัน กลุ่มข้อมูล ตำแหน่งชั้นหนังสือ เลขเรียกหนังสือ สถานะ วันกำหนดส่ง บาร์โค้ด การจองรายการ หนังสืออ่านประกอบรายวิชา
Book Book Professor Sangvian Indaravijaya Library
General Books General Stacks HF1009.5 .C35 2013 (เรียกดูชั้นหนังสือ) พร้อมให้บริการ
31379014755681

MK326

รายการจองทั้งหมด: 0

Includes indexes.

pt. I. Overview -- 1. Scope and challenge of international marketing -- 2. Dynamic environment of international trade -- pt. II. The cultural environment of global markets -- 3. History and geography : the foundations of culture -- 4. Cultural dynamics in assessing global markets -- 5. Culture, management style, and business systems -- 6. The political environment : a critical concern -- 7. The international legal environment : playing by the rules -- pt. III. Assessing global market opportunities -- 8. Developing a global vision through marketing research -- 9. Economic development and the Americas -- 10. Europe, Africa, and the Middle East -- 11. The Asia Pacific region -- pt. IV. Developing global marketing strategies -- 12. Global marketing management : planning and organization -- 13. Products and services for consumers -- 14. Products and services for businesses -- 15. International marketing channels -- 16. Integrated marketing communications and international advertising -- 17. Personal selling and sales management -- 18. Pricing for international markets -- pt. V. Implementing global marketing strategies -- 19. Inventive negotiations with international customers, partners, and regulators -- pt. VI. Supplementary material -- The country notebook : a guide for developing a marketing plan -- Cases -- 1. Overview -- Starbucks : going global fast -- Nestlé : the infant formula controversy -- Coke and Pepsi learn to compete in India -- Marketing microwave ovens to a new market segment -- 2. Cultural environment of global marketing -- The Not-So-Wonderful World of EuroDisney : things are better now at Disneyland Resort Paris -- Cultural norms, fair & lovely, and advertising -- Starnes-Brenner Machine Tool Company : to bribe or not to bribe? -- Ethics and Airbus -- Coping with corruption in trading with Vietnam -- When international buyers and sellers disagree -- McDonald's and obesity -- Ultrasound machines, India, China, and a skewed sex ratio -- Coping with piracy in China -- 3. Assessing global market opportunities -- International marketing research at the Mayo Clinic -- Swifter, higher, stronger, dearer -- Marketing to the bottom of the pyramid -- Continued growth for Zara and Inditex -- A Sea Launch recovery? -- 4. Developing global marketing strategies -- Tambrands : overcoming cultural resistance -- Iberia Airlines builds a BATNA -- Sales negotiations abroad for MRI systems -- National office machines : motivating Japanese salespeople : straight salary or commission? -- AIDS, condoms, and carnival -- Making socially responsible and ethical marketing decisions : selling tobacco to Third World countries -- The obstacles to introducing a new product into a new market -- Mary Kay in India.

There are no comments on this title.

เพื่อโพสต์ความคิดเห็น

คลิกที่รูปภาพเพื่อดูในตัวแสดงภาพ

ห้องสมุด:

Thammasat University Library, 2 Prachan Road, Phranakorn, Bangkok 10200

Puey Ungphakorn Library (Rangsit Campus), Circulation Desk 662 564-4444 ext. 1305

Pridi Banomyong Library, Circulation Desk 662 613-3544