國際市場營銷徐亮郭炫 9787568939690 【台灣高等教育出版社】

Name: 國際市場營銷 徐亮 郭炫 9787568939690 【台灣高等教育出版社】
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物品所在地：中國大陸
原出版社：重慶大學

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書名：國際市場營銷
ISBN：9787568939690
出版社：重慶大學
著編譯者：徐亮郭炫
叢書名：四川外國語大學新文科建設系列叢書
頁數：300
所在地：中國大陸 *此為代購商品
書號：1624600
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內容簡介

隨著經濟全球化發展以及新一輪技術革命的蓬勃興起，全球營銷環境正在發生深刻變化。特別是「一帶一路」倡議順利開展以來，我國企業的競爭力不斷增強，越來越多優秀的中國企業「走出去」開展國際營銷實踐。在此背景下，作為「新文科建設系列教材」的重要組成部分，《國際市場營銷》在結構設計、內容編寫、案例選擇等方面，整合現有國內外的相關知識內容並不斷加以創新，關注全球營銷環境的深刻變化，並突出我國企業「走出去」的國際營銷案例，體現了新的歷史條件下我國企業國際市場營銷的實踐發展以及與時俱進的時代特徵。

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
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