Release date: 165438+2006 10.
ISBN:9787040 189889[ decimal number: 7040 189887]
Page number: 272 weight: 0.680KG
Pricing: 38.50 International Marketing (Second Edition), as one of the series of teaching materials for marketing majors in colleges and universities in the 265,438+0th century, has been revised to adapt to the great changes in the international marketing environment.
The main features of the revised edition of this book are: 1. Highlight the vision of economic globalization and network economy, and study the changes of international marketing environment, international market carrier, trading mode, trading means, international marketing strategy and tactics, as well as the organization, planning and control of international marketing activities from the perspective of combining global thinking and localization of marketing behavior; 2. Increased the content of the Internet. Such as Internet and global operation, Internet and business habits, network laws and regulations, the role of Internet in international distribution channels and international logistics, and network marketing ethics. 3. Added new content to the international marketing strategy. Such as highlighting product brands, increasing global brand strategy and brand effect of origin. The transfer price of multinational companies is put forward. Increase network distribution channels. In the promotion strategy, the problem of integrated marketing communication is put forward; 4. Some chapters have been adjusted (added or deleted). Updated cases in some chapters. Replace old data with new data.
This book is not only suitable for professional teaching and scientific research reference in colleges and universities, but also suitable for enterprise marketers to improve their marketing level. Introduction to international marketing
Chapter 1 Introduction to International Marketing
The second international marketing environment
Chapter II International Cultural Environment
Chapter III International Economic Environment
Chapter IV International Political and Legal Environment
Chapter V International Technical Environment
Chapter VI International Nature and Natural Environment
The third part evaluates the international market opportunities.
Chapter VII International Marketing Information System
Chapter VIII International Marketing Research
The fourth international marketing strategy
Chapter IX International Market Segmentation and Target Market
Chapter X Strategies for Entering the International Market
Chapter II XI International Competitive Strategy
Chapter V International Marketing Strategy
Chapter XII Product Strategy in the International Market
Chapter XIII Pricing Strategies in the International Market
Chapter XIV Distribution Strategies in the International Market
Chapter 15 International Promotion Strategy
Chapter XVI International Service Marketing
Chapter VI International Marketing Control
Chapter XVII Organization, Planning and Control of International Marketing
Chapter 18 International Marketing Ethics
Appendix: Introduction to Important Reference Authors
refer to