Global Marketing Management, 2nd Edition 全球营销管理 在线下载 pdf mobi 2025 epub 电子版

We have been using the Kotabe/Helsen book for our International Marketing course at the undergraduate level, delivered by satellite to 26 ITESM compuses throughout Mexico. This book covers the subjects most clearly and offers the instructors very useful materials, especially the video and the internet exercises on its website, among others. It is truly second to none. -- Dr. Carlos Ruy Martinex, Instituto Technologico y de Estudios Superiores de Monterrey, Mexico (ITESM).

This is an excellent text that goes beyond fulfilling the basic function of facilitating students' understanding of important concepts in global marketing. The additional coverage of global competitive analysis is comprehensive, adding stufents in developing an awareness of the fundamentals and the complexity involved in the development of global marketing strategies. A define bonus can be found in the cases, with their portrayals of well-known global companies marketing their products in different regions. This feature resonates well with the familiarity and knowledge most students posses of these companies. Concurrently, these cases provide an excellent "hands-on" experience for students in marketing products in nations with diverse backgrounds. -- Janet Y. Murray, City University of Hong Kong

The conceptural framework developed in this book will facilitate an in-depth study of international marketing issues. ...well-thought out and structured analysis of several important concepts. A comprehensive set of tools is presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives sections are a area major strength of the book. It provides unique and novel insights on the strategies of multinational corporation in a wide range of situations and countries -- D. Maheswaran, New York University

This text definitely portrays modern teaching concepts in global marketing - much more holistic examination of the marketing function -- Hildy Teegan, The George Washington University

The authors' tone and style shall appeal to our students. They write in a clear and comprehensive style. ...The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising technology retailing, etc. add to the students' learning experience -- K.C. Dhawan, Concordia University/Montreal

PART ONE:GLOBALIZATION

　1　GLOBALIZATION IMPERATIVE

　　Why Global Marketing is Imperative

　　Globalization of Markets and Competition

　　　International Trade versus

　　　International Business

　　　Who Manages International Trade?

　　Evolution of Global Marketing

　　　What is Marketing?

　　　Domestic Marketing

　　　Export Marketing

　　　International Marketing

　　　Multinational Marketing

　　　Global Marketing

　　The Impact of Economic Geography and Climate on Global Marketing

　　The Impact of the Internet on Global Marketing

PART TWO:GLOBAL MARKETING ENVIRONMENT

　2　GLOBAL ECONOMIC ENVIRONMENT

　　Intertwined World Econon~y

　　　Foreign Direct Investment

　　　Portfolio Investment

　　Country Competitiveness

　　　Changing Country Competitiveness

　　　Human Resources and Technology

　　Evolution of Cooperative Global Trade Agreements

　　　General Agreements on Tariffs and Trade World Trade Organization

　　　Financial Services in WTO/GATT

　　　WTO and E-Commerce

　　U.S. Position in Foreign Direct Investment and Trade

　　　U.S. Direct Investment Overseas

　　　Foreign Direct Investment in the United States

　　　Balance of Payments Position

　　Information Technology and the Changing Nature of Competition

　　　Value of Intellectual Property in Information Age

　　　Proliferation of e-commerce and regulations

　　Regional Economic Arrangements Free Trade Area

　　　Customs Union

　　　Common Market

　　　Monetary Union

　　　Political Union

　　Multinational Corporations

　3　GLOBAL FINANCIAL ENVIRONMENT

　　Historical Role of the U.S. Dollar

Development of Today's International Monetary System

　　　The Bretton Woods Conference

　　　The International Monetary Fund

　　　The International Bank for Reconstruction and Development

　　Fixed Versus Floating Excnange Rates

　　 Currency Blocs

　　Foreign Exchange and Foreign Exchange Rates

　　　Purchasing Power Parity　70

　　　Forecasting Exchange Rate Fluctuation

　　　Coping with Exchange Rate Fluctuations

　　　Spot versus Forward Foreign Exchange

　　　Exchange Rate Pass-Through

　　Balance of Payments

　　　The Internal and External Adjustments

　　　The Asian Financial Crisis

　　　The Nature of the Asian Financial Crisis

……

PART THREE:DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY

PART FOUR:GLOBAL MARKETLNG STRATEGY DEVELOPMENT

PART FIVE:MANAGING GLOBAL OPERATIONS

SUBJECT INDEX

AUTHOR INDEX

COMPANY INDEX

PHOTO CREDRTS

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• 作者：菀得 发布时间：2018-12-07 10:42:34

  印刷纸张都很好，图也多，很有用。使用中……

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  这本和《心理学与生活》份量相当，我觉得。

• 作者：歐陽琳瑯 发布时间：2012-09-04 11:10:12

  还可以。不是特别喜欢。

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  立誓不嫁的自梳女把长辫子梳成妇人髻，毅然离开家乡，将精细烹调的幸福传遍南洋；数千座融合中西建筑特色的民国碉楼，历经风云诡谲的时代仍屹立如初，在开平的乡野间光影摇曳；悠然飘散的香火从金光灿灿的潮州庙宇中漂洋过海，落地生根；补丁般嵌在深圳摩天楼中的「城中村」一边延续着自给自足的小生态，一边早已悄悄升级为立满画架的平行空间。天道酬勤。在这些包容且务实，淡然却进取，执着于传统、又敢为天下先的人们手中，一切奇迹的诞生都不仅仅是幸运之神的眷顾。

• 作者：FainT 发布时间：2015-07-02 21:26:49

  新疆的蒙古人，受过苏式军事教育，披了大半年黄埔九分校马甲，搞减租反霸，跟王震搞三反五反，跟着王恩茂搞语文改革，翻译毛选，不受民干待见，一心跟着共党和太祖走

• 作者：王永林 发布时间：2021-03-15 17:21:21

  读得越多越意识到史记对中国文化影响之巨大。

• 债券投资策略（原书第2版）电子书

  作者：LiDong 发布时间：2023-03-18 22:15:27

  俗话说：债券投资是技术，股票投资是艺术。一提起固定收益类

  的相关书籍，大家常常想到冗长的公式推导和艰深晦涩的专业词汇，

  总是觉得那些内容需要有一定数学基础的人才能领会。事实并非如

  此，笔者曾从事债券研究11年，在工作经历中慢慢意识到债券投资并

  不是一件十分复杂的工作，但了解债券市场却是十分必要的，正如本

  书在序言中提到的，它对投资者的影响远比想象的深远。本书最大的

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• 欢迎吐槽

  作者：老猫 发布时间：2016-01-29 10:36:37

  刚开始翻译的时候，说实话，觉得叙事慢，有点烦躁。我自己是个没什么耐心的人，唯有翻译的时候稍微能沉下心。一点一点啃下来，慢慢被一些人物打动，尤其是巴尔米拉城破，女王战死，艾哈迈德落入敌手，那真真是翻完落下一滴热泪。然书中涉及知识太广，尽管有作者托马斯先生和其他老师鼎力支持，翻完后仍然觉得很多地方不尽人意，尤其是对拉丁姆地区风土人情皆是由网络而知，缺少生活气息。16年底得知出版社欲再版，抓紧时间做了校对，更正多处错误，心里对作者的愧疚终于轻了少许。新书的样书没有拿到，不知道是否全部按照我的修订更改。如果是，如果有盆友感兴趣，建议看16年底新出的版本，比初版流畅许多。译者学识有限，原书中种种精彩未能完全呈现，在此向托马斯先生表示歉意。读者如有条件，建议直接看英文原版。