John L. Graham Książki

Cateora and Graham's International Marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Taken from a series of dictionaries which cover everthing from the simplest concept to the most complex scientific process, this work looks at telecommunications. It deals with the specialized language of telecommunications and the computer-related technology.

本书自首版发行以来风靡美国各大高校,是国际市场营销学权威教材。本书的独到之处在于: 为读者提供了全新的分析框架,读者可以用此游刃有余地分析任何国家或地区的重要文化和环境特征及其对营销的影响。 新增了全球竞争、不断变化的营销结构、伦理道德、社会责任、谈判和21世纪管理者的培养、新兴市场的开发等内容。 “跨越国界”和“全球视野”栏目选取、更新了精辟、幽默的案例,它是本书的一项创举,自第1版以来深受读者欢迎。 提供了大量的网址,读者的视野不仅仅局限于本书,可谓一览本书而览世界。 那些驰名世界的公司因为将理论灵活地应用于实践而获成功,难道您不想探其究竟吗?