書馨卡幫你省薪 2024個(gè)人購(gòu)書報(bào)告 2024中圖網(wǎng)年度報(bào)告
歡迎光臨中圖網(wǎng) 請(qǐng) | 注冊(cè)
> >>
國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版)

國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版)

出版社：清華大學(xué)出版社出版時(shí)間：2004-08-01
開本： 16開 頁(yè)數(shù)： 420
本類榜單：教材銷量榜
中 圖 價(jià):¥42.1(6.1折) 定價(jià)  ¥69.0 登錄后可看到會(huì)員價(jià)
加入購(gòu)物車 收藏
運(yùn)費(fèi)6元，滿39元免運(yùn)費(fèi)
?新疆、西藏除外
本類五星書更多>
買過(guò)本商品的人還買了

國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 版權(quán)信息

國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 本書特色

新形態(tài)教材，本書的突出特點(diǎn)是全面地、創(chuàng)新性地引入了新形態(tài)教材的理念與方法，使紙質(zhì)、網(wǎng)絡(luò)多種媒介有機(jī)結(jié)合在一起。學(xué)生可以從文字、PPT等獲取教學(xué)相關(guān)知識(shí)與內(nèi)容，為學(xué)習(xí)帶來(lái)極大便利，提高了教與學(xué)的效率。本書每章都有全球視角引出每章內(nèi)容，章后附有本章小結(jié)、課后習(xí)題、本章討論案例以及自我評(píng)價(jià)。同時(shí)，通過(guò)掃描書上各章節(jié)中的二維碼，可查看PPT、補(bǔ)充說(shuō)明資料以及教學(xué)大綱、模擬試卷和答案等。 本書作為國(guó)家級(jí)規(guī)劃教材和21世紀(jì)營(yíng)銷學(xué)精品教材，自出版以來(lái)得到社會(huì)各界廣泛的認(rèn)可，國(guó)內(nèi)百余所高校采用本書作為教材，一些培訓(xùn)機(jī)構(gòu)也采用本書作為培訓(xùn)教材，本書在短時(shí)間內(nèi)14次印刷。主編閆國(guó)慶，教授，博士，博士生導(dǎo)師，美國(guó)加州州立大學(xué)MBA。國(guó)家級(jí)特色專業(yè)、省重點(diǎn)學(xué)科負(fù)責(zé)人。主持國(guó)家級(jí)項(xiàng)目5項(xiàng)，省部、市級(jí)項(xiàng)目30余項(xiàng)；主編或獨(dú)著出版專著及教材20余部。

國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 內(nèi)容簡(jiǎn)介

本書全面系統(tǒng)地介紹了國(guó)際市場(chǎng)營(yíng)銷學(xué)。 全書包括六篇內(nèi)容。**篇為導(dǎo)論，包括**和第二章，介紹國(guó)際市場(chǎng)營(yíng)銷學(xué)主要概念、主要理論等內(nèi)容；第二篇為國(guó)際營(yíng)銷環(huán)境分析，包括第三至第六章，介紹國(guó)際營(yíng)銷經(jīng)濟(jì)環(huán)境、國(guó)際社會(huì)文化環(huán)境等內(nèi)容；第三篇為國(guó)際營(yíng)銷戰(zhàn)略，包括第七至第九章，介紹國(guó)際營(yíng)銷戰(zhàn)略規(guī)劃、國(guó)際營(yíng)銷的市場(chǎng)細(xì)分等內(nèi)容；第四篇為國(guó)際營(yíng)銷組合策略，包括第十至第十三章，介紹國(guó)際市場(chǎng)產(chǎn)品策略、國(guó)際市場(chǎng)價(jià)格策略等內(nèi)容；第五篇為國(guó)際營(yíng)銷的組織和控制，包括第十四和第十五章，介紹國(guó)際營(yíng)銷的組織及國(guó)際營(yíng)銷的控制；第六篇為國(guó)際營(yíng)銷的未來(lái)，包括第十六和第十七章，介紹國(guó)際營(yíng)銷的數(shù)字經(jīng)濟(jì)時(shí)代和國(guó)際營(yíng)銷展望。 本書的突出特點(diǎn)是全面地、創(chuàng)新性地引入了新形態(tài)教材的理念與方法，使紙質(zhì)、網(wǎng)絡(luò)多種媒介有機(jī)結(jié)合在一起。學(xué)生可以從文字、PPT等獲取教學(xué)相關(guān)知識(shí)與內(nèi)容，為學(xué)習(xí)帶來(lái)極大便利，提高了教與學(xué)的效率。本書每章都有全球視角引出每章內(nèi)容，章后附有本章小結(jié)、課后習(xí)題、本章討論案例以及自我評(píng)價(jià)。同時(shí)，通過(guò)掃描書上各章節(jié)中的二維碼，可查看PPT、補(bǔ)充說(shuō)明資料以及教學(xué)大綱、模擬試卷和答案等。

國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 目錄

目 錄 **篇 導(dǎo)論 第1章 認(rèn)識(shí)市場(chǎng)營(yíng)銷 ··························2 全球視角 泰國(guó)東方飯店的故事··················2 1.1 營(yíng)銷的定義·············································3 1.2 市場(chǎng)營(yíng)銷學(xué)的核心概念·························5 1.3 營(yíng)銷觀念···············································12 本章小結(jié)························································17 關(guān)鍵術(shù)語(yǔ)························································17 課后習(xí)題························································18 本章討論案例 耐克和New Balance營(yíng)銷 戰(zhàn)略比較分析····················18 討論題····························································19 第2章 國(guó)際營(yíng)銷學(xué)主要概念及其基本 理論 ······································20 全球視角 營(yíng)銷理論中的西方戰(zhàn)略迷局····20 2.1 國(guó)際營(yíng)銷學(xué)的主要概念及其形成·······21 2.2 國(guó)際營(yíng)銷學(xué)的基本理論·······················24 本章小結(jié)························································39 關(guān)鍵術(shù)語(yǔ)························································39 課后習(xí)題························································39 本章討論案例 寶潔公司在中國(guó)本土的 營(yíng)銷戰(zhàn)略····························40 討論題····························································42 第二篇 國(guó)際營(yíng)銷環(huán)境分析 第3章 國(guó)際營(yíng)銷經(jīng)濟(jì)環(huán)境 ··················44 全球視角 當(dāng)今世界經(jīng)濟(jì)格局發(fā)生 深刻變化····································44 3.1 世界經(jīng)濟(jì)環(huán)境分析·······························46 3.2 區(qū)域市場(chǎng)環(huán)境·······································56 本章小結(jié)························································65 關(guān)鍵術(shù)語(yǔ)························································65 課后習(xí)題························································66 本章討論案例 海爾進(jìn)入印度尼西亞市場(chǎng) ···66 討論題····························································68 第4章 國(guó)際社會(huì)文化環(huán)境 ··················69 全球視角 肯德基公司“家鄉(xiāng)雞” 香港市場(chǎng)沉浮····························69 4.1 文化的概念及其文化環(huán)境的重要性 ····71 4.2 文化的基本要素···································73 4.3 社會(huì)文化環(huán)境的綜合評(píng)價(jià)···················78 4.4 社會(huì)文化環(huán)境對(duì)國(guó)際營(yíng)銷產(chǎn)品的 影響·······················································84 本章小結(jié)························································86 關(guān)鍵術(shù)語(yǔ)························································86 _x00C_ VIII 課后習(xí)題························································87 本章討論案例 芭比娃娃的失敗營(yíng)銷········87 討論題····························································89 第5章 國(guó)際政治法律環(huán)境 ··················90 全球視角 全球治理困境凸顯····················90 5.1 國(guó)際政治環(huán)境·······································91 5.2 國(guó)際法律環(huán)境·······································95 本章小結(jié)······················································100 關(guān)鍵術(shù)語(yǔ)······················································101 課后習(xí)題······················································101 本章討論案例 新冠疫情蔓延全球， 國(guó)際油價(jià)“三國(guó)殺” 陷負(fù)和博弈？··················101 討論題··························································104 第6章 國(guó)際營(yíng)銷信息系統(tǒng)和營(yíng)銷 調(diào)查 ····································105 全球視角 麥當(dāng)勞這么懂客戶 全因 大數(shù)據(jù)······································105 6.1 國(guó)際營(yíng)銷信息系統(tǒng)·····························107 6.2 國(guó)際營(yíng)銷調(diào)查·····································110 本章小結(jié)······················································118 關(guān)鍵術(shù)語(yǔ)······················································118 課后習(xí)題······················································118 本章討論案例 可口可樂的新口味產(chǎn)品的 試驗(yàn)··································119 討論題··························································119 第三篇 國(guó)際營(yíng)銷戰(zhàn)略 第7章 國(guó)際營(yíng)銷戰(zhàn)略規(guī)劃及其競(jìng)爭(zhēng) 策略 ····································122 全球視角 沃爾瑪?shù)牧闶酃谲娭馈ぁぁぁぁぁぁぁぁぁ?22 7.1 行業(yè)分析及競(jìng)爭(zhēng)對(duì)手分析·················124 7.2 公司層次的戰(zhàn)略·································127 7.3 國(guó)際營(yíng)銷戰(zhàn)略規(guī)劃過(guò)程·····················136 7.4 競(jìng)爭(zhēng)戰(zhàn)略設(shè)計(jì)及策略設(shè)計(jì)·················140 本章小結(jié)······················································145 關(guān)鍵術(shù)語(yǔ)······················································145 課后習(xí)題······················································146 本章討論案例 福特潛伏戰(zhàn)······················146 討論題··························································148 第8章 國(guó)際營(yíng)銷的市場(chǎng)細(xì)分與 目標(biāo)市場(chǎng)選擇 ·······················149 全球視角 宜家的選擇······························149 8.1 國(guó)際市場(chǎng)的細(xì)分·································150 8.2 國(guó)際目標(biāo)市場(chǎng)評(píng)估和選擇·················155 8.3 進(jìn)入國(guó)際市場(chǎng)方式·····························158 本章小結(jié)······················································164 關(guān)鍵術(shù)語(yǔ)······················································164 課后習(xí)題······················································164 本章討論案例 Brandless的營(yíng)銷 新思維······························165 討論題··························································167 第9章 國(guó)際營(yíng)銷的產(chǎn)品差別化和 定位 ····································168 全球視角 Costco電商大潮中 逆勢(shì)而起··································168 9.1 國(guó)際營(yíng)銷的差別化·····························169 9.2 國(guó)際營(yíng)銷的產(chǎn)品定位·························176 本章小結(jié)······················································180 關(guān)鍵術(shù)語(yǔ)······················································181 課后習(xí)題······················································181 本章討論案例 太古集團(tuán)的產(chǎn)品與服務(wù) 差別化······························182 討論題··························································184 _x00C_ IX 第四篇 國(guó)際營(yíng)銷組合策略 第10章 國(guó)際市場(chǎng)產(chǎn)品策略 ··············186 全球視角 蘋果公司傲人銷售業(yè)績(jī)背后的 產(chǎn)品營(yíng)銷策略··························186 10.1 國(guó)際產(chǎn)品整體概念···························187 10.2 國(guó)際產(chǎn)品的調(diào)整與適應(yīng)策略···········189 10.3 國(guó)際市場(chǎng)產(chǎn)品生命周期···················198 10.4 國(guó)際新產(chǎn)品開發(fā)策略·······················203 10.5 國(guó)際品牌策略···································210 本章小結(jié)······················································218 關(guān)鍵術(shù)語(yǔ)······················································219 課后習(xí)題······················································219 本章討論案例 時(shí)裝殺手ZARA， 席卷全球··························220 討論題··························································221 第11章 國(guó)際市場(chǎng)價(jià)格策略 ··············222 全球視角 宜家的價(jià)格策略······················222 11.1 國(guó)際定價(jià)的影響因素 ·······················223 11.2 國(guó)際定價(jià)方法及程序 ·······················227 11.3 國(guó)際定價(jià)策略 ···································231 11.4 國(guó)際市場(chǎng)的價(jià)格管理與控制 ···········239 11.5 跨國(guó)公司定價(jià)策略 ···························244 本章小結(jié)······················································250 關(guān)鍵術(shù)語(yǔ)······················································250 課后習(xí)題······················································251 本章討論案例 鐵礦石定價(jià)的尷尬··········251 討論題··························································252 第12章 國(guó)際市場(chǎng)分銷渠道策略 ·······253 全球視角 華為公司的分銷模式··············253 12.1 國(guó)際分銷渠道結(jié)構(gòu)···························254 12.2 國(guó)際分銷渠道成員類型···················258 12.3 國(guó)際分銷渠道決策···························265 12.4 國(guó)際分銷渠道管理···························271 本章小結(jié)······················································276 關(guān)鍵術(shù)語(yǔ)······················································276 課后習(xí)題······················································277 本章討論案例 從一塊肥皂誕生而來(lái)的 日化巨頭··························277 討論題··························································279 第13章 國(guó)際市場(chǎng)促銷策略 ··············280 13.1 國(guó)際廣告策略···································281 13.2 國(guó)際市場(chǎng)人員推銷策略···················288 13.3 國(guó)際市場(chǎng)營(yíng)業(yè)推廣策略···················294 13.4 國(guó)際營(yíng)銷公共關(guān)系策略···················303 本章小結(jié)······················································309 關(guān)鍵術(shù)語(yǔ)······················································309 課后習(xí)題······················································310 本章討論案例 悅詩(shī)風(fēng)吟的組合營(yíng)銷······310 討論題··························································311 第五篇 國(guó)際營(yíng)銷的組織與控制 第14章 國(guó)際營(yíng)銷的組織 ·················314 14.1 國(guó)際營(yíng)銷組織的演進(jìn)及其結(jié)構(gòu) 類型···················································315 14.2 影響國(guó)際營(yíng)銷組織結(jié)構(gòu)的因素·······322 14.3 企業(yè)在選擇國(guó)際營(yíng)銷組織形式時(shí) 要考慮的主要因素···························323 本章小結(jié)······················································325 關(guān)鍵術(shù)語(yǔ)······················································325 課后習(xí)題······················································326 本章討論案例 ABB公司的組織結(jié)構(gòu) ····326 討論題··························································327 第15章 國(guó)際營(yíng)銷的控制 ·················328 15.1 國(guó)際營(yíng)銷控制的影響因素···············328 _x00C_ 15.2 國(guó)際營(yíng)銷控制模式···························330 15.3 國(guó)際營(yíng)銷控制的程序·······················332 15.4 國(guó)際營(yíng)銷控制的類型·······················333 本章小結(jié)······················································343 關(guān)鍵術(shù)語(yǔ)······················································343 課后習(xí)題······················································344 本章討論案例 麥當(dāng)勞的營(yíng)銷控制··········345 討論題··························································346 第六篇 國(guó)際營(yíng)銷的未來(lái) 第16章 國(guó)際營(yíng)銷的數(shù)字經(jīng)濟(jì)時(shí)代：網(wǎng)絡(luò)、 移動(dòng)和社交媒體營(yíng)銷············348 全球視角 漢堡王：“為了皇堡 繞路”······································348 16.1 國(guó)際市場(chǎng)網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷 的產(chǎn)生與發(fā)展···································349 16.2 網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷的內(nèi)涵、 特點(diǎn)及功能·······································351 16.3 國(guó)際市場(chǎng)網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷 的影響···············································358 16.4 國(guó)際市場(chǎng)網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷 的策略與方法···································363 本章小結(jié)······················································369 關(guān)鍵術(shù)語(yǔ)······················································369 課后習(xí)題······················································369 本章案例討論 漫威影業(yè)的微博營(yíng)銷······370 討論題··························································371 第17章 國(guó)際營(yíng)銷展望 ·····················372 17.1 國(guó)際營(yíng)銷環(huán)境更迭化·······················372 17.2 國(guó)際營(yíng)銷觀念豐富化·······················377 17.3 國(guó)際營(yíng)銷戰(zhàn)略層次化·······················385 17.4 國(guó)際營(yíng)銷組合策略多元化···············386 17.5 國(guó)際營(yíng)銷模式個(gè)性化·······················391 17.6 國(guó)際營(yíng)銷手段虛擬化·······················394 17.7 國(guó)際營(yíng)銷業(yè)態(tài)數(shù)字化·······················395 本章小結(jié)······················································396 關(guān)鍵術(shù)語(yǔ)······················································397 課后習(xí)題······················································397 本章討論案例 騰訊營(yíng)銷··························398 討論題··························································399 主要參考文獻(xiàn) ····································400 主要參考網(wǎng)站 ····································404
展開全部

國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 作者簡(jiǎn)介

閆國(guó)慶，教授，博士，博士生導(dǎo)師，美國(guó)加州州立大學(xué)MBA。寧波海上絲綢之路研究院院長(zhǎng)、寧波中東歐國(guó)家合作研究院院長(zhǎng)、寧波市政協(xié)常委、民盟寧波市副主委。國(guó)j級(jí)特色專業(yè)、省重點(diǎn)學(xué)科負(fù)責(zé)人。國(guó)家精品資源共享課負(fù)責(zé)人，國(guó)j級(jí)規(guī)劃教材《國(guó)際市場(chǎng)營(yíng)銷學(xué)》主編。主講《國(guó)際貿(mào)易理論與政策》《國(guó)際市場(chǎng)營(yíng)銷學(xué)》等課程。獲民盟全國(guó)優(yōu)秀盟員、浙江省高校名師等稱號(hào)及。ú浚、市級(jí)獎(jiǎng)項(xiàng)十余項(xiàng)。主持國(guó)j級(jí)項(xiàng)目5項(xiàng)，省部、市級(jí)項(xiàng)目30余項(xiàng)；主編或獨(dú)著出版專著及教材20余部。在國(guó)家核心刊物上公開發(fā)表學(xué)術(shù)論文60余篇。

商品評(píng)論(0條)
暫無(wú)評(píng)論……
書友推薦
編輯推薦
返回頂部
中圖網(wǎng)
在線客服