รูปภาพสินค้า รหัส9780470814246
9780470814246
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ผู้เขียนMasaaki Kotabe, Andreas Riege, Kathleen Griffiths, Gary Noble, Swee Hoon Ang, Anthony Pecotich, Kristiaan Helsen

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ราคาปก 900.00 บาท
ราคาสุทธิ 900.00 บาท
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รายละเอียดหนังสือ
รหัสสินค้า: 9780470814246
จำนวน: 648 หน้า
ขนาดรูปเล่ม: 217 x 224 x 19 มม.
น้ำหนัก: 1195 กรัม
เนื้อในพิมพ์: 2 สี 
ชนิดปก: ปกอ่อน 
ชนิดกระดาษ: กระดาษอาร์ต 
หน่วย: เล่ม 
สำนักพิมพ์: John Wiley & Sons (Asia) Pte Ltd 
พิมพ์ครั้งล่าสุด:ครั้งที่ 2 เดือน -- ปี 2008
:: เนื้อหาโดยสังเขป
International Marketing: Second Asia-Pacific Edition is a thorough revision reflecting contemporary developments in international marketing. The text maintains the strengths of the origional Global Marketing Management text by Masaaki Kotabe and Kristiaan Helsen, and is presented in an engaging and accessible style. The book aims to help Australasian students understand contemporary international marketing activities and issues in an increasingly competitive marketplace. The use of real world examples of both small and medium -sized enterprises (SMEs) and multinational corporations (MNCs) operating in the Asia-Pacific region provides a strong theoretical and conceptual foundation of international and global marketing perspectives.

A key underlying theme of the text is that while it may not be possible for all organisations in the Asia-Pacific region to market their products and services on a truly golbal scale, organisations that operate in any marketplace need to understand and be aware of competition from both local SMEs and MNCs that are increasingly attempting to operate globally.
:: สารบัญ
Part 1 International Marketing environment
Part 2 Analysing International Marketing Opportunities
Part 3 Developing International Marketing Strategy
Part 4 Trends in Global Marketing
Part 5 Case Studies