国际市场营销
出版社：北京交通大学出版社
年代：2013
定价：42.0
书籍简介:
本书采用英文撰写，主要服务于各高校市场营销专业和国际贸易专业学生的双语课教学，教材内容涵盖了近年来国际营销的相关理论，罗列了大量国际营销的实践案例，并结合我国企业的国际营销实践对相关问题进行了探讨，为配合教学工作的开展，在每个章节的开始部分给出了章节的主要内容，在每个章节的结束部分给出了相关的案例、总结以及需要学生进行练习的习题，从内容上讲基本上覆盖了国际营销的主要方式以及操作国际营销所需要具备的主要条件和操作过程中需要解决的主要问题，并给出了相关的策略和方法，力图使学生在学习了本门课程以后可以掌握一种操作国际营销的技能。
书籍目录:
Chapter 1 International Marketing Overview
1.1 Concept analysis
1.2 The basic characteristics of multinationals
1.3 Reasons for globalization
1.4 Explosive growth
1.5 Recent developments
1.6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2.1 Volume of trade
2.2 Major trading partners
2.3 Trade barriers analysis
2.4 Foreign direct investment
2.5 Reasons for investing overseas
2.6 How to enter a foreign market
2.7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3.1 Different economic development stages
3.2 The importance of the economic data
3.3 Trading environment
3.4 Dimensiors of the econorry
3.5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4.1 Social cultural forces overview
4.2 Culture affects all business functions
4.3 Sigoificarce to businesspeople
4.4 Material Culture
4.5 Brain drain
4.6 Language
4.7 Societal organization
Chapter 5 Political Forces
5.1 The international political relationship
5.2 The stability of the government's policy
5.3 The different political system
5.4 Reasons for nationalization
5.5 Some famous political organizations of the world
5.6 The political risk
5.7 CRA procedures
Chapter 6 Legal Forces
6.1 The types of the legal system
6.2 How does the low of host countries influence your
international marketing mix
6.3 Taxation
6.4 Complexity of tax laws and regulations
6.5 Tariffs, quotas, and other trade obstacles
6.6 Product liability civil and criminal
6.7 Miscellaneous laws
6.8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7.1 The nature of strategy
7.2 How to understand the traits of the strategy
7.3 The hierarchy of company strategy
7.4 Marketing strategy
7.5 Characteristics of the marketing strategy
7.6 International marketing strategy
7.7 Formulating procedures for an international marketing strategy
7.8 Making strategic objectives
7.9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis :
8.1 International marketing information and information systems
8.2 The contents and procedures for international marketing
research
8.3 Final selection of new markets
8.4 The procedures of the international marketing research
Chapter 9 Product Strategy
9.1 Standardization, adaptation, or completely different
9.2 Product strategy overview
9.3 The product life cycle and product strategy
9.4 The new product development strategy
9.5 Foreign environmental forces
Chapter 10 Promotion Strategy
10.1 Concept understanding
10.2 Advertising
10.3 Personal selling
10.4 Sales promotion
10.5 Environment constraints for international promotion
10.6 Public relations
Chapter 11 Pricing Strategy
11.1 The factors influencing international pricing decisions
11.2 How to price your products
11.3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12.1 The factors influencing distribution channels
12.2 Functions and types of distribution channels
12.3 Interdependence of distribution decisions
12.4 Channel options and problems
12.5 Foreign environmental forces
12.6 Channel selection
12.7 How to select your teammates
Practice Tests I
Practice Tests II
参考文献
Chapter 1 International Marketing Overview
1.1 Concept analysis
1.2 The basic characteristics of multinationals
1.3 Reasons for globalization
1.4 Explosive growth
1.5 Recent developments
1.6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2.1 Volume of trade
2.2 Major trading partners
2.3 Trade barriers analysis
2.4 Foreign direct investment
2.5 Reasons for investing overseas
2.6 How to enter a foreign market
2.7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3.1 Different economic development stages
3.2 The importance of the economic data
3.3 Trading environment
3.4 Dimensiors of the econorry
3.5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4.1 Social cultural forces overview
4.2 Culture affects all business functions
4.3 Sigoificarce to businesspeople
4.4 Material Culture
4.5 Brain drain
4.6 Language
4.7 Societal organization
Chapter 5 Political Forces
5.1 The international political relationship
5.2 The stability of the government's policy
5.3 The different political system
5.4 Reasons for nationalization
5.5 Some famous political organizations of the world
5.6 The political risk
5.7 CRA procedures
Chapter 6 Legal Forces
6.1 The types of the legal system
6.2 How does the low of host countries influence your
international marketing mix
6.3 Taxation
6.4 Complexity of tax laws and regulations
6.5 Tariffs, quotas, and other trade obstacles
6.6 Product liability civil and criminal
6.7 Miscellaneous laws
6.8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7.1 The nature of strategy
7.2 How to understand the traits of the strategy
7.3 The hierarchy of company strategy
7.4 Marketing strategy
7.5 Characteristics of the marketing strategy
7.6 International marketing strategy
7.7 Formulating procedures for an international marketing strategy
7.8 Making strategic objectives
7.9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis :
8.1 International marketing information and information systems
8.2 The contents and procedures for international marketing
research
8.3 Final selection of new markets
8.4 The procedures of the international marketing research
Chapter 9 Product Strategy
9.1 Standardization, adaptation, or completely different
9.2 Product strategy overview
9.3 The product life cycle and product strategy
9.4 The new product development strategy
9.5 Foreign environmental forces
Chapter 10 Promotion Strategy
10.1 Concept understanding
10.2 Advertising
10.3 Personal selling
10.4 Sales promotion
10.5 Environment constraints for international promotion
10.6 Public relations
Chapter 11 Pricing Strategy
11.1 The factors influencing international pricing decisions
11.2 How to price your products
11.3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12.1 The factors influencing distribution channels
12.2 Functions and types of distribution channels
12.3 Interdependence of distribution decisions
12.4 Channel options and problems
12.5 Foreign environmental forces
12.6 Channel selection
12.7 How to select your teammates
Practice Tests I
Practice Tests II
参考文献
内容摘要:
《国际市场营销》(作者高杰)采用英文撰写，主要服务于各高校市场营销专业和国际贸易专业学生的双语课教学。
教材内容涵盖了近年来国际营销的相关理论，罗列了大量国际营销的实践案例，并结合我国企业的国际营销实践对相关问题进行了探讨．为配合教学工作的开展，在每个章节的开始部分给出了章节的主要内容，在每个章节的结束部分给出了相关的案例、总结以及需要学生进行练习的习题，《国际市场营销》从内容上讲基本上覆盖了国际营销的主要方式以及操作国际营销所需要具备的主要条件和操作过程中需要解决的主要问题，并给出了相关的策略和方法，力图使学生在学习了本门课程以后可以掌握一种操作国际营销的技能。
编辑推荐:
在经济全球化背景下，企业经营活动的国际化日益成为一种广泛的现象，企业要想在激烈的市场竞争中博得一席之地，参与国际市场营销将成为一种必然趋势。《国际市场营销》(作者高杰)阐述了国际市场营销的基本理论、基础知识和操作方法，由国际市场营销概述、国际市场营销环境分析、国际市场营销战略、国际市场营销策略组合四个部分共12章内容构成，重点阐释普遍适用于各国或地区的国际市场营销分析框架，突出国际市场营销跨文化环境分析，增添了全球环境分析、区域环境分析及东道国环境分析框架和方法。随着中国经济的快速成长以及中国经济对世界经济发展的影响力日益扩大。本书强调从中国视角分析国际市场营销问题，探讨国际企业在中国市场的营销策略组合，以增强读者对中国企业国际市场营销的认识和思考。
书籍规格:
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| 书名 | 国际市场营销站内查询相似图书 | ||
| 9787512113480 如需购买下载《国际市场营销》pdf扫描版电子书或查询更多相关信息，请直接复制isbn,搜索即可全网搜索该ISBN | |||
| 出版地 | 北京 | 出版单位 | 北京交通大学出版社 |
| 版次 | 1版 | 印次 | 1 |
| 定价(元) | 42.0 | 语种 | 英文 |
| 尺寸 | 26 × 19 | 装帧 | 平装 |
| 页数 | 380 | 印数 | 2000 |
书籍信息归属:
国际市场营销是北京交通大学出版社于2013.1出版的中图分类号为 F740.2 的主题关于 国际营销－双语教学－高等学校－教材－英文 的书籍。
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