国际市场营销
2013-1
北京交通大学出版社
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 marketingChapter 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 manufacturingChapter 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 dimensionsChapter 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 organizationChapter 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 proceduresChapter 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 propertiesChapter 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 portfolioChapter 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 researchChapter 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 forcesChapter 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 relationsChapter 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 marketingChapter 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 teammatesPractice Tests IPractice Tests II参考文献
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(高等教育十二五规划教材)》(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。
