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即日起~6/30,暑期閱讀書展,好書7折起
International Marketing: Strategy an Theory
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International Marketing: Strategy an Theory

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:NT$ 10800 元
若需訂購本書,請電洽客服 02-25006600[分機130、131]。
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商品簡介

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way.
The fifth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale.

Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than solely an anecdotal or descriptive one.

A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/978041577....

作者簡介

Sak Onkvisit is a Professor of Marketing at San Jose University, California, USA. He has authored several books and has published in leading journals. An internationally known scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.

John J. Shaw is Professor of Marketing and Director of the MBA Programme at Providence College, USA. His teaching and research interests include marketing management, international marketing, and consumer behaviour. He has co-authored over 80 papers in journals and conferences, as well as three books.

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定價:100 10800
若需訂購本書,請電洽客服 02-25006600[分機130、131]。

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