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关键词：
International Marketing
书目信息
ISBN：
9780073080062（13位）
中图分类号：
F7
杜威分类号：
中文译名：
国际营销，第13版
作者：
Cateora
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
13e
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
广告/营销
前言：
摘要：
内容简介：
Cateora and Graham's International Marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.
目次：
Part I An Overview The Scope and Challenge of International Marketing The Dynamic Environment of International Trade Part II The Cultural Environment of Global Markets History and Geography: The Foundations of Culture Cultural Dynamics in Assessing Global Markets Culture, Management Style, and Business Systems The Political Environment: A Critical Concern The International Legal Environment: Playing by the Rules Part III Assessing Global Market Opportunities Developing a Global Vision through Market Research Emerging Markets Multinational Market Regions and Market Groups Part IV Developing Global Marketing Strategies Global Marketing Management: Planning and Organization Products and Services for Consumers Products and Consumers for Businesses International Marketing Channels Exporting and Logistics: Special Issues for Business Integrated Marketing Communications and International Advertising Personal Selling and Sales Management Pricing for International Markets Part V Implementing Global Marketing Strategies Negotiating with International Customers, Partners, and Regulators Part VI Supplementary Material The Country Notebook Cases
附录：
全文链接：
读者对象：
实体信息
页码：
736
装帧：
硬皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
133.7500
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0073080063
issue：
2006JC02
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