《國際市場行銷（第2版）》是清華大學出版社於2022年出版的圖書，作者是高傑
基本介紹
- 中文名：國際市場行銷（第2版）
- 作者：高傑
- 出版社：清華大學出版社
- 出版時間：2022年11月1日
- 頁數：300 頁
- 定價：49.90 元
- 開本：16 開
- 裝幀：平裝
- ISBN：9787512147683
內容簡介,作者簡介,圖書目錄,
內容簡介
本書採用英文撰寫，主要服務於各高校市場行銷專業和國際貿易專業學生的雙語課教學。教材內容涵蓋了近年來國際行銷的相關理論，羅列了大量國際行銷的實踐案例，並結合我國企業的國際行銷實踐對相關問題進行了探討。為配合教學工作的開展，在每個章節的開始部分給出了章節的主要內容，在每個章節的結束部分給出了總結及需要學生進行練習的習題，從內容上講基本上覆蓋了國際行銷的主要方式及操作國際行銷所需要具備的主要條件和操作過程中需要解決的主要問題，並給出了相關的策略和方法，力圖使學生在學習了本教材以後可以掌握一種操作國際行銷的技能。
作者簡介
高鵬，1978年生人，計量經濟學博士，教授，江蘇理工學院商學院工商系系主任。王志華，1972年生人，管理學博士，教授，江蘇理工學院教務處處長。
圖書目錄
Contents
Chapter 1 International Marketing Overview 1
1.1 Concept Analysis 2
1.2 The Basic Characteristics of Multinationals 4
1.3 The Reasons for Globalization 7
1.4 Explosive Growth 9
1.5 Recent Developments 12
1.6 Domestic Marketing and International Marketing 13
Chapter 2 Why and How to Enter Foreign Markets 21
2.1 Volume of Trade 23
2.2 Major Trading Partners 27
2.3 Trade Barriers Analysis 28
2.4 Foreign Direct Investment 35
2.5 The Reasons for Investing Overseas 39
2.6 How to Enter the Foreign Markets 50
Chapter 3 Economic and Social Economic Forces 63
3.1 Different Economic Development Stages 63
3.2 The Importance of the Economic Data 66
3.3 Trading Environment 70
3.4 Dimensions of the Economy 74
3.5 Socioeconomic Dimensions 82
Chapter 4 Social Cultural Forces 90
4.1 Social Cultural Forces Overview 90
4.2 Culture Affects All Business Functions 93
4.3 Significance to Businesspeople 100
4.4 Material Culture 102
4.5 Brain Drain 108
4.6 Language 109
4.7 Societal Organization 118
Chapter 5 Political Forces 127
5.1 The International Political Relationship 128
5.2 The Stability of the Government’s Policy 132
5.3 The Different Political System 133
5.4 The Reasons of Nationalization 136
5.5 Some Famous Political Organizations of the World 138
5.6 The Political Risk 140
5.7 CRA Procedures 142
Chapter 6 Legal Forces 147
6.1 The Types of the Legal System 147
6.2 How the Law of Host Countries Influence Your International Marketing Mix 149
6.3 Taxation 153
6.4 Complexity of Tax Laws and Regulations 155
6.5 Tariffs, Quotas, and Other Trade Obstacles 158
6.6 Product Liability Civil and Criminal 159
6.7 Miscellaneous Laws 162
6.8 Patents, Trademarks, Trade Names, Copyrights, and Trade Secrets—
Intellectual Properties 165
Chapter 7 Product Strategy 174
7.1 Standardization, Adaptation, or Completely Different 178
7.2 Product Strategy Overview 179
7.3 The product Life Cycle and Product Strategy 183
7.4 The New Product Development Strategy 186
7.5 Foreign Environmental Forces 199
Chapter 8 Promotion Strategy 209
8.1 Concept Understanding 212
8.2 Advertising 214
8.3 Personal Selling 225
8.4 Sales Promotion 230
8.5 Environment Constraints for International Promotion 238
8.6 Public Relations 239
Chapter 9 Pricing Strategy 243
9.1 The Factors Influencing International Pricing Decisions 247
9.2 How to Price Your Products 250
9.3 Basic Pricing Strategies for International Marketing 255
Chapter 10 Distribution Strategy 265
10.1 The Factors Influencing the Distribution Channel 269
10.2 Functions and Types of the Distribution Channels 271
10.3 Interdependence of Distribution Decisions 273
10.4 Channel Options and Problems 274
10.5 Foreign Environmental Forces 278
10.6 Channel Selection 280
Practice Tests I 289
Practice Tests II 293
參考文獻 297
