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正版新书]国际营销 英文版·8版·凯特奥拉9787300276700
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Part One An Overview
1 The Scope and Challenge of International Marketing
2 The Dynamic Environment of International Marketing
Part Two 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
Part Three Global Marketing Research and Management
8 Developing a Global Vision through Marketing Research
9 Economic Develomn ad Big Emerging Markets
10 Global Marketing Management: Planning and Organization
Part Four Developing Global Marketing Strategies
11 Products and Services for Consumers
12 Products and Services for Businesses
13 International Marketing Channels
14 Integrated Marketing Communications and International Advertising
15 Personal Selling and Sales Management
16 Pricing for International Markets
Part Five Supplementary Material
THE COUNTRY NOTEBOOK-A Guide for Developing a Marketing Plan
Glossary
菲利普•凯特奥拉(Philip R. Cateora) 美国科罗拉多大学荣誉退休教授,国际商务学会(AIB)院士,拥有得克萨斯大学奥斯汀分校博士。曾任科罗拉多大学营销系主任、国际商务项目协调人等,为生、硕士生和博士生讲授市场营销和国际商务方面的课程。曾荣获科罗拉多大学“教学杰出奖”和美国西部营销教育工作者协会“年度教育工作者奖”,为多家小型出口企业及大型跨国公司提供咨询服务。
At the start of the last millennium, the Chinese were the preeminent international traders. Although a truly global trading system would not evolve until some 500 years later, Chinese silk had been available in Europe since Roman times. At the start of the last century, the British military, merchants, and manufacturers dominated the seas and international commerce. Literally, the sun did not set on the British Empire. At the start of this century, the United States had surged past a faltering Japan to retake the lead in global commerce. The American domination of information technology has since been followed by the political upheaval of 9/11 and the economic shocks of 2001 and 2008. China started the 21st century as the largest military threat to the United States, and within a decade it had become a leading, though often difficult, trading partner. Now, as the 2020s are upon us, China’s international influence grows while the United States cedes some global leadership under a nationalistic American president. Most would agree that Russia threatens global peace more than the rest.
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