国际市场营销 International Marketing

     《国际市场营销(高等教育十二五规划教材)》(作者高杰)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相关的案例、总结以及需要学生进行练习的习题，《国际市场营销(高等教育十二五规划教材)》从内容上讲基本上覆盖了国际营销的主要方式以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门课程以后可以掌握一种操作国际营销的技能。

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 marketing
Chapter 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 manufacturing
Chapter 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 dimensions
Chapter 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 organization
Chapter 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 procedures
Chapter 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 properties
Chapter 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 portfolio
Chapter 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 research
Chapter 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 forces
Chapter 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 relations
Chapter 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 marketing
Chapter 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 teammates
Practice Tests I
Practice Tests II
参考文献

装　　帧：平装

页　　数：370

开　　本：16开

纸　　张：胶版纸