書籍分類

Global Marketing Managemet 8/e

作者:Masaaki Kotabe, Kristiaan Helsen
原價:NT$ 1,800

ISBN:9781119667186
版次:8
年份:2020
出版商:John Wiley
頁數/規格:768頁/平裝單色
參考網頁:Global Marketing Managemet 8/e

內容介紹 本書特色 目錄 作者介紹

    Description
    Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world.

    Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.


    分類位置:
    商管 > 行銷 > 行銷學

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