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Global Marketing
Michael R. Czinkota
Ilkka A. Ronkainen
出版
Dryden Press
, 1996
主題
Business & Economics / Exports & Imports
Business & Economics / International / Marketing
ISBN
0030106494
9780030106491
URL
http://books.google.com.hk/books?id=vmy2AAAAIAAJ&hl=&source=gbs_api
註釋
Several key features make this book special:;* Global Marketing offers a marketing management thrust into the global market. It does not simply replicate domestic marketing issues with the addition of an international dimension. Rather, it dives headfirst into global issues.;* It covers the entire range of international marketing, including start-up operations and new market entry considerations. However, its main emphasis rests on the key concerns of the multinational and global corporation.;* It places key emphasis on the cultural and geographic dimensions in conjunction with their effects on marketing management.;* It examines global marketing from a truly global perspective, rather than just from the U.S. point of view. As a result, the concerns of firms around the world are addressed, confronted, and alalyzed.;*Global Marketing integrates the important societal dimensions of diversity, environmental concern, ethics, and economic transformation.
