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出版Prentice-Hall, 2000
主題Business & Economics / Advertising & PromotionBusiness & Economics / International / GeneralBusiness & Economics / Marketing / GeneralBusiness & Economics / International / MarketingBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Sales & Selling / Management
ISBN01308426809780130842688
URLhttp://books.google.com.hk/books?id=kewJAQAAMAAJ&hl=&source=gbs_api
註釋This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. *NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW Expanded and improved social/cultural coverage (Ch 4) Provides an expanded introduction to basic concepts *NEW The most recent research on product decisions (Ch 11) Covers Maslow's hierarchy of needs and expands discussions to include current research on Asian markets *NEW Impact of Information Technology (Ch 6) Expands coverage of the role IT is currently playing on global marketing activities *NEW Expanded section on global retailing (Ch 13) Broadens discussions and offers a new framework for geographic expansion by global retailers *NEW Enhanced Internet integration-Offers scores of relevant web addresses; a dedicated website that features links to companies