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Thứ hai, 20/05/2024 - 16:21

Text book Global marketing management (XB năm 2023)

Global Marketing Management is a module of the high-quality program majoring in Customs and Logistics of the Academy of Finance. This is an important module that provides students with the essential knowledge of Marketing Management for the global market. Global marketing involves meeting global customer needs better than competitors and coordinating marketing activities on the scope of global environment. Global marketing management is the process of planning, organizing, implementing, checking, evaluating and controlling marketing activities of businesses in the global market to achieve optimal efficiency. Therefore, this is an indispensable knowledge block for students majoring in Customs and Logistics.

Based on that important role and significance, the Academy of Finance has assigned the Marketing Department to compile the textbook of "Global Marketing Management" to systematically provide the knowledge and processes in marketing management of businesses in the global market. The textbook of Global Marketing is compiled based on the original lectures of Global Marketing Management course, which is the official teaching materials used in the high-quality program of the Customs and Logistics major of the Academy of Finance. It is also a good reference for students, lecturers, businesses, and interested people.                                                                            

With a duration of 2 credits, the textbook has systematically and comprehensively studied the Global Marketing Management. It is started with an overview study to get a general view of the essential contents of global marketing management, following by detailed studies from analyzing opportunities in the global market to identifying target markets and strategic selection as, well as management of components in the Marketing Mix strategy for the global market.

The textbook has 7 chapters:

Chapter 1: Overview of global marketing management

Chapter 2: Global marketing research and global marketingenvironment

Chapter 3: Choosing marketing strategies for the global market

Chapter 4: Product management in the global market

Chapter 5: Price management for the global market

Chapter 6: Place management in the global market

Chapter 7: Promotion management in the global market

The textbook of "Global Marketing Management" is edited by Assoc. Prof., Phd. Dao Thi Minh Thanh, and co-edited by Phd.Nguyen Thi Van Anh (RMIT. University). Participating in the compilation are qualified and reputable lecturers inside and outside the Academy of Finance. Specifically:

Chapter 1 and Chapter 2 are edited by Phd. Nguyen Thi Van Anh.

Chapter 3 is edited by Assoc. Prof., Phd. Dao Thi Minh Thanh, and Phd. Tran Thi Thu Nhung.

Chapter 4 is edited by Assoc. Prof., Phd. Dao Thi Minh Thanh and M.A. Le Viet Nga.

Chapter 5 is edited by Assoc. Prof., Phd. Dao Thi Minh Thanh and Phd. Nguyen Thi Nhung

Chapter 6 is edited by Assoc. Prof., Phd. Dao Thi Minh Thanh, M.A. Hoang Thi Hong Hanh and M.A. Tran Le Thu Ha

Chapter 7 is edited by Assoc. Prof., Phd. Dao Thi Minh Thanh, M.A. Nguyen Quang Tuan and M.A. Dinh Thi Len

Despite the best efforts, this is the first time the authors compiled the textbook, so it is inevitable that there will be limitations. The authors wish to receive valuable suggestions from the Committee in order to improve the textbook further. Sincerely!

Cuốn sách có bán tại các cơ sở:

Nhà sách HVTC - tầng 1 - Nhà Thư viện, Học viện Tài chính, số 58 Lê Văn Hiến, Bắc Từ Liêm, Hà Nội, ĐT liên hệ: Cô Chi (0985.935.568)

Nhà sách HVTC - tầng 1 - Nhà D, Học viện Tài chính, số 69 Đức Thắng, Bắc Từ Liêm, Hà Nội, ĐT liên hệ: Cô Hương (0867.715.020)

Số lần đọc: 256
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