文件名称：International+Marketing+16th+Edition+by+Philip+Cateora
文件大小：78.57MB
文件格式：PDF
更新时间：2021-10-18 10:05:49
global-marke
Th e text is divided into six parts. Th e fi rst two chapters, Part 1, introduce the reader to the environmental∕cultural approach to international marketing and to three international marketing manage- ment concepts: domestic market expansion, multidomestic marketing, and global marketing. As companies restructure for the global economic and competitive rigors of the 21st century, so too must tomorrow’s managers. Th e successful manager must be globally aware and have a frame of ref- erence that goes beyond a country, or even a region, and encompasses the world. What global awareness means and how it is acquired is discussed early in the text; it is at the foundation of global marketing.