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International Marketing 18th edition

Phiên bản đẹp dành cho sinh viên quốc tế (ISE).

Đặt in màu tại Hoa Xanh. Sách được in thành 2 cuốn.

  • 300,000đ
  • Mã sản phẩm: IN2628
  • Tình trạng: 2

This dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this eighteenth edition, including the following:

• All data, text, pictures, and exhibits have been updated throughout the text. Out-ofdate materials have been deleted. More than 100 new academic articles and their findings also have been integrated and cited throughout.

• New cases include both real and fictional examples of international marketing at work and challenge students to apply the concepts and topics of the book.

• Chapter 1 New material on negative impacts of the new communication tools such as Facebook have been added to Chapter 1.

• Chapter 2 The bumpy road of international marketing is exemplified by new trade conflicts between the Trump administration and most of the rest of the world, particularly China.

• Chapter 3 Population growth and emerging economies both put continuing pressures on the international marketing system with respect to environmental impact. Both challenges and opportunities are created.

• Chapter 4 New examples of the importance of culturally consistent presentations of brands, including cultural gaffes recently by Nike, Marriott, and Krispy Kreme donuts, are presented.

• Chapter 5 Culture affects everything from Toyota’s apologies to Bitcoin hacking scandals, as detailed in this chapter. We also give updates on corruption, women in global management, the new Hofstede dimension of indulgence, and the Japanese working themselves to death, literally.

• Chapter 6 Data, text, pictures, and exhibits have been updated. The Brexit vote and the America-first philosophy of the Trump administration have signaled a fundamental change in international relations, trade, and peace. Perhaps?

• Chapter 7 We continue the narrative of how technological changes push government policies (taxes, censorship, and cyberterrorism) around the world. We have added new material on intellectual property rights in the international context.

• Chapter 8 The scary material about consumer privacy and the negative impacts of the new information/telecommunication systems continues to grow in this chapter as it does in the global environment.

• Chapter 9 Economic development in Africa seems on a positive path while political conflicts in North America have become a major concern.

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