高等院校商务英语专业系列教材-国际市场营销

随着经济 化发展以 及新一轮技术革命的蓬勃兴 起， 营销环境正在发生 深刻变化。特别是“一带一 路”倡议顺利开展以来，我 国企业的竞争力不断增强， 越来越多 的中国企业“ 走出去”开展 营销实践 。在此背景下，作为“新文 科建设系列教材”的重要组 成部分，《 市场营销》 在结构设计、内容编写、案 例选择等方面，整合现有国 内外的相关知识内容并不断 加以创新，关注 营销环 境的深刻变化，并突出我国 企业“走出去”的 营销案 例，体现了新的历史条件下 我国企业 市场营销的实 践发展以及与时俱进的时代 特征。

Chapter 1 An Overview of International Marketing
l.1 An Introduction to International Marketing
1.2 The Motivation and Process of International Marketing Involvement
Chapter 2 Environmental Analysis and Eeonomie 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
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 Researeh
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