作者：江永洪,祁蔚茹
页数：300
出版社：南京大学出版社
出版日期：2022
ISBN：9787305251108
电子书格式：pdf/epub/txt
内容简介
本书介绍了市场营销的原则与理念，提供了制定、实施和管理国际市场营销计划、营销战略的方法。本书介绍了国际市场营销的定义，国际市场的营销环境，文化的特征、力量和所产生的影响以及跨国公司管理文化差异的方法，对全球市场进行细分，国际市场调研，全球营销，产品策略，价格策略，分销、促销策略等。随着我国经济深度融入国际经济和对外开放规模的不断扩大，对国际经济与贸易类人才追加需求成为我国经济建设和社会发展必然选择。为促进经济与贸易类专业的人才培养，使学生能尽快适应快速变化的国际经贸环境，及时更新数据、案例和知识体系，再版编纂成为应有之举。
作者简介
江永洪，博士，陕西国际商贸学院经济与贸易系副教授，陕西省经济学学会理事。已出版《国际市场营销学》《国际投融资》《凝聚着智慧的管理思想与案例》；研究方向：环境经济、城市经济。祁蔚茹，西安交通大学城市学院副教授，已出版《国际市场营销学》《国际结算》《国际经济与贸易》《现代企业管理》；研究方向：旅游经济、城市经济。
目录
Part 1 Overview of International Marketing
市场营销概述
Chapter 1 Theoretical Basis of International Marketing
Chapter 2 The Scope and Challenges of International Marketing
Part 2 International Marketing Environment
市场营销环境
Chapter 3 The Dynamic Environment of International Trade
Chapter 4 The Cultural and Social Environment of International Marketing
Chapter 5 The Economic Environment of International Marketing
Chapter 6 The Political Environment of International Marketing
Chapter 7 The Legal Environment of International Marketing
Chapter 8 The Science and Technology Environment of International Marketing
Chapter 9 The Natural Environment of International Marketing
Part 3 International Market Analysis
市场分析
Chapter 10 International Market
Chapter 11 International Market Research and Forecast
Part 4 International Marketing Strategy Analysis
市场营销战略分析
Chapter 12 International Market Segmentation, Target Market Selection
Market Positioning (STP)
Chapter 13 International Market Entry Strategy
Chapter 14 International Market Competition Strategy
Part 5 International Marketing Mix Strategy(4PS)
市场营销4P组合策略
Chapter 15 International Product Strategy
Chapter 16 International Pricing Strategy
Chapter 17 International Distribution Channel Strategy
Chapter 18 International Promotion Strategy
市场营销概述
Chapter 1 Theoretical Basis of International Marketing
Chapter 2 The Scope and Challenges of International Marketing
Part 2 International Marketing Environment
市场营销环境
Chapter 3 The Dynamic Environment of International Trade
Chapter 4 The Cultural and Social Environment of International Marketing
Chapter 5 The Economic Environment of International Marketing
Chapter 6 The Political Environment of International Marketing
Chapter 7 The Legal Environment of International Marketing
Chapter 8 The Science and Technology Environment of International Marketing
Chapter 9 The Natural Environment of International Marketing
Part 3 International Market Analysis
市场分析
Chapter 10 International Market
Chapter 11 International Market Research and Forecast
Part 4 International Marketing Strategy Analysis
市场营销战略分析
Chapter 12 International Market Segmentation, Target Market Selection
Market Positioning (STP)
Chapter 13 International Market Entry Strategy
Chapter 14 International Market Competition Strategy
Part 5 International Marketing Mix Strategy(4PS)
市场营销4P组合策略
Chapter 15 International Product Strategy
Chapter 16 International Pricing Strategy
Chapter 17 International Distribution Channel Strategy
Chapter 18 International Promotion Strategy
