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國(guó)際市場(chǎng)營(yíng)銷(第2版) 版權(quán)信息
- ISBN：9787512147683
- 條形碼：9787512147683 ; 978-7-5121-4768-3
- 裝幀：一般膠版紙
- 冊(cè)數(shù)：暫無
- 重量：暫無
- 所屬分類：>>
國(guó)際市場(chǎng)營(yíng)銷(第2版) 本書特色
本書采用英文撰寫，主要服務(wù)于各高校市場(chǎng)營(yíng)銷專業(yè)和國(guó)際貿(mào)易專業(yè)學(xué)生的雙語課教學(xué)。本書為“十三五”江蘇高校外國(guó)留學(xué)生英文授課省級(jí)精品課程配套教材。
國(guó)際市場(chǎng)營(yíng)銷(第2版) 內(nèi)容簡(jiǎn)介
本書采用英文撰寫，主要服務(wù)于各高校市場(chǎng)營(yíng)銷專業(yè)和國(guó)際貿(mào)易專業(yè)學(xué)生的雙語課教學(xué)。教材內(nèi)容涵蓋了近年來國(guó)際營(yíng)銷的相關(guān)理論，羅列了大量國(guó)際營(yíng)銷的實(shí)踐案例，并結(jié)合我國(guó)企業(yè)的國(guó)際營(yíng)銷實(shí)踐對(duì)相關(guān)問題進(jìn)行了探討。為配合教學(xué)工作的開展，在每個(gè)章節(jié)的開始部分給出了章節(jié)的主要內(nèi)容，在每個(gè)章節(jié)的結(jié)束部分給出了總結(jié)及需要學(xué)生進(jìn)行練習(xí)的習(xí)題，從內(nèi)容上講基本上覆蓋了國(guó)際營(yíng)銷的主要方式及操作國(guó)際營(yíng)銷所需要具備的主要條件和操作過程中需要解決的主要問題，并給出了相關(guān)的策略和方法，力圖使學(xué)生在學(xué)習(xí)了本教材以后可以掌握一種操作國(guó)際營(yíng)銷的技能。
國(guó)際市場(chǎng)營(yíng)銷(第2版) 目錄
Contents
Chapter 1 International Marketing Overview 1
1.1 Concept Analysis 2
1.2 The Basic Characteristics of Multinationals 4
1.3 The Reasons for Globalization 7
1.4 Explosive Growth 9
1.5 Recent Developments 12
1.6 Domestic Marketing and International Marketing 13
Chapter 2 Why and How to Enter Foreign Markets 21
2.1 Volume of Trade 23
2.2 Major Trading Partners 27
2.3 Trade Barriers Analysis 28
2.4 Foreign Direct Investment 35
2.5 The Reasons for Investing Overseas 39
2.6 How to Enter the Foreign Markets 50
Chapter 3 Economic and Social Economic Forces 63
3.1 Different Economic Development Stages 63
3.2 The Importance of the Economic Data 66
3.3 Trading Environment 70
3.4 Dimensions of the Economy 74
3.5 Socioeconomic Dimensions 82
Chapter 4 Social Cultural Forces 90
4.1 Social Cultural Forces Overview 90
4.2 Culture Affects All Business Functions 93
4.3 Significance to Businesspeople 100
4.4 Material Culture 102
4.5 Brain Drain 108
4.6 Language 109
4.7 Societal Organization 118
Chapter 5 Political Forces 127
5.1 The International Political Relationship 128
5.2 The Stability of the Government’s Policy 132
5.3 The Different Political System 133
5.4 The Reasons of Nationalization 136
5.5 Some Famous Political Organizations of the World 138
5.6 The Political Risk 140
5.7 CRA Procedures 142
Chapter 6 Legal Forces 147
6.1 The Types of the Legal System 147
6.2 How the Law of Host Countries Influence Your International Marketing Mix 149
6.3 Taxation 153
6.4 Complexity of Tax Laws and Regulations 155
6.5 Tariffs, Quotas, and Other Trade Obstacles 158
6.6 Product Liability Civil and Criminal 159
6.7 Miscellaneous Laws 162
6.8 Patents, Trademarks, Trade Names, Copyrights, and Trade Secrets—
Intellectual Properties 165
Chapter 7 Product Strategy 174
7.1 Standardization, Adaptation, or Completely Different 178
7.2 Product Strategy Overview 179
7.3 The product Life Cycle and Product Strategy 183
7.4 The New Product Development Strategy 186
7.5 Foreign Environmental Forces 199
Chapter 8 Promotion Strategy 209
8.1 Concept Understanding 212
8.2 Advertising 214
8.3 Personal Selling 225
8.4 Sales Promotion 230
8.5 Environment Constraints for International Promotion 238
8.6 Public Relations 239
Chapter 9 Pricing Strategy 243
9.1 The Factors Influencing International Pricing Decisions 247
9.2 How to Price Your Products 250
9.3 Basic Pricing Strategies for International Marketing 255
Chapter 10 Distribution Strategy 265
10.1 The Factors Influencing the Distribution Channel 269
10.2 Functions and Types of the Distribution Channels 271
10.3 Interdependence of Distribution Decisions 273
10.4 Channel Options and Problems 274
10.5 Foreign Environmental Forces 278
10.6 Channel Selection 280
Practice Tests I 289
Practice Tests II 293
參考文獻(xiàn) 297
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國(guó)際市場(chǎng)營(yíng)銷(第2版) 作者簡(jiǎn)介
高鵬，1978年生人，計(jì)量經(jīng)濟(jì)學(xué)博士，教授，江蘇理工學(xué)院商學(xué)院工商系系主任。王志華，1972年生人，管理學(xué)博士，教授，江蘇理工學(xué)院教務(wù)處處長(zhǎng)。
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