国际市场营销
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广东东莞
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作者徐亮、郭炫
出版社重庆大学出版社
ISBN9787568939690
出版时间2023-12
装帧平装
开本16开
定价59元
货号1203186794
上书时间2024-12-02
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目录
Chapter 1 An Overview of International Marketing
1.1 An Introduction to International Marketing
1.2 The Motivation and Process of International Marketing Involvement
Chapter 2 Environmental Analysis and Economic Environment of International Marketing
2.1 An Introduction to the International Marketing Environment
2.2 Economic Environment of International Marketing
Chapter 3 Political and Legal Environment of International Marketing
3.1 Political Environment of International Marketing
3.2 Legal Environment of International Marketing
Chapter 4 Cultural Environment of International Marketing o
4.1 Understanding Culture
4.2 Elements of Culture
4.3 Cross-cultural Communication
4.4 Cultural Adaptation in International Marketing
Chapter 5 International Marketing Research
5.1 The Introduction of International Marketing Research
5.2 The Process of International Marketing Research
5.3 Primary Data and Secondary Data
5.4 International Marketing Information System
Chapter 6 International Marketing Strategies
6.1 International Market Segmentation
6.2 International Target Market Selection
6.3 International Target Market Positioning
6.4 Entry Modes of the International Market
Chapter 7 Product Strategy of International Marketing
7.1 Products and Whole Product Concept
7.2 Product Life Cycle in the International Market
7.3 New Product Development in the International Market
7.4 Products Standardization and Differentiation Strategy in the International Market
7.5 Brand,Packaging and Service Strategies of International Products
Chapter 8 Pricing Strategy in the International Market
8.1 Pricing Basis and Pricing Objectives in the International Market
8.2 International Market Pricing Methods
8.3 International Market Pricing Strategy
8.4 Management and Control of International Market Pricing
8.5 Issues to Be Aware of in International Market Pricing
Chapter 9 Distribution Strategy in the International Market
9.1 An Overview of International Market Distribution Strategy
9.2 International Marketing Channel Members
9.3 International Marketing Channel Strategy
9.4 International Marketing Channel Management
Chapter 10 Promotion Strategy in the International Market
10.1 International Market Promotion and the Promotion Mix Strategy
10.2 Personal Selling Strategies in International Marketing
10.3 Advertising Strategy in the International Market
10.4 Sales Promotion Strategy in the International Market
10.5 International Public Relation Strategy
References
内容摘要
近年来，全球营销环境正在发生深刻变化。随着“一带一路”倡议的顺利开展以及我国企业竞争力的不断增强，越来越多优秀的中国企业“走出去”开展国际营销实践。本教材关注全球营销环境的深刻变化，并突出我国企业“走出去”的国际营销案例，体现了新的历史条件下我国企业国际市场营销的实践发展以及与时俱进的时代特征。本教材内容丰富，共分为八章。首先介绍国际市场营销的基础知识，明确国际市场营销的概念、国际营销与市场营销和国际贸易的关系、企业国际化的动机以及发展阶段和方式等；其次分析国际营销环境，剖析国际营销的宏观和微观环境的构成因素及国际营销环境的影响；然后介绍国际营销调研的步骤与技术，探讨国际目标市场选择与国际市场进入方式，并考察国际市场营销战略；接着分别阐释国际市场营销的产品策略、价格策略、渠道策略以及促销策略等。在每一章中都穿插了我国企业进行国际营销的案例。本教材可供高等学校经济类、管理类以及商务英语类专业开设国际市场营销课程使用，也可作为国际市场营销工作者的自学教材。
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