國際市場行銷學英文版第2版

內容提要

真知源於生活,亦當用於生活。做學問切忌僵化教條,停留於書本。

作者深得案例教學的真諦,本書沒有大段的抽象的理論闡述,而是將所有教學內容完全融入於精選的案例中,在學中用,在用中學,給您身臨期境的感覺。

本書內容涉及國際行銷的基本概念、國際行銷的經濟文化環境、國際行銷的法律與政治環境,全球行銷戰略的制定與實施、產品與服務、促銷策略、分銷戰略及定價問題等。本書的特點在於:完全運用最新的真實案例來講解書中所有的行銷理論,以培養讀者分析、解決實際問題的能力。

PART I INTRODUCTION

1.Taylor W.Meloan,"Internationnal and Global Marketin:An Overview."

2.Theodore Levitt,"The Globalization of Markets."Harvard Business Review(May/June 1983)

3.Susan P.Douglas and Yoram Wind,"The Myth of Globalization"ColumbiaJournal of world Business(Winter 1987)

4.William B.Werther,Jr."Toward Global Convergence,"Business Horizons(January-February 1996)

5.Christopher A.Bartlett and Sumantra Ghoshal,"What Is a Global Manager?"Harvard Business Review(September-October 1992)

6.Edward T.Hall,"The Silent Language in Overseas Business,"Harvard Business Reveiw(May-June 1960

7.David A,Ricks,"How to Avoid Business Blunders Abroad,"Business(April 1984)

8.John L.Graham,"The Imporance of Culture in International Business"

9.Gordon Redding,"The Implications of Other Forms of Capitalism"Asia

10.Johnk K.Johansson and Massaki Hirano."Japanese Marketin if the Post-Bubble Era,"The International Executive(January-February)

PART 11 THE ENVIRONMENT OF INTERNATIONAL AND GLOBAL MARKETING