国际市场营销（第2版）
全新正版现货
￥ 42.4 8.5折 ￥ 49.9 全新
仅1件
四川成都
认证卖家担保交易快速发货售后保障
作者高杰
出版社北京交通大学出版社
ISBN9787512147683
出版时间2022-11
装帧平装
开本16开
纸张胶版纸
定价49.9元
货号29494308
上书时间2024-07-11
- 在售商品 暂无
- 平均发货时间 16小时
- 好评率 暂无
商品详情
- 品相描述：全新
- 正版全新
- 商品描述
-
【编辑推荐】:
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。本书为“十三五”江苏高校外国留学生英文授课省精品课程配套教材。
【内容简介】:
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总结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教材以后可以掌握一种操作国际营销的技能。
【作者简介】:
高鹏，1978年生人，计量经济学博士，教授，江苏理工学院商学院工商系系主任。王志华，1972年生人，管理学博士，教授，江苏理工学院教务处处长。
【目录】:
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
参考文献 297
相关推荐
— 没有更多了 —
以下为对购买帮助不大的评价