作者：吉生保
页数：237
出版社：中国矿业大学出版社
出版日期：2023
ISBN：9787564651381
电子书格式：pdf/epub/txt
内容简介
本书内容分4篇。第1篇讲国际市场营销的基本概念和国际市场营销商必须面对的环境。第2篇主要讲国际市场营销计划的各项业务，重点讲国际市场营销业务的启动。这包括出口和进口的业务，以及有关的营销组合，后者对初次进入国际市场的企业是最重要的。第3篇讲与跨国公司的全球发展有关的战略和营销管理。第4篇讲国际市场营销的变化，重点关注对等贸易、新兴国家的市场和国际市场营销及其学生的未来。
目录
Preface
Chapter 1 The Characteristics of International Marketing
1.1 The Definition of International Marketing
1.2 The Contents of International Marketing
1.3 The Essence of International Marketing：Self-reference Criterion（SRC）
1.4 The Types of International Marketing
Key Terms
Thinking
Chapter 2 The Environment al Evolution of International Marketing
2.1 The Importance of Balance-of-payments in International Marketing
2.2 The Logic and Forms of Protectionism in International Marketing
2.3 The Importance of Omnibus Trade and Competitiveness Act，General Agreement on Tariffs and Trade and World Trade
Organization in International Marketing
2.4 The Importance of Some Semi-official Organizations in International Marketing
Key Terms
Thinking
Chapter 3 Basic Uncontrollable Items and Their Roles in International Marketing
3.1 The Importance of History in International Marketing
3.2 The Importance of Geography in International Marketing
3.3 The Importance of Demography in International Marketing
3.4 The Importance of Economic Infrastructures in International Marketing
Key Terms
Thinking
Chapter 4 How Does Culture Imply in International Marketing？
4.1 The Cultural Dynamics
4.2 Culture-related Business Ethics
Key Terms
Thinking
Chapter 5 How Does Politics Imply in International Marketing？
5.1 Political Phenomena and Their Applications in International Marketing
5.2 Political Risks and the Influential Factors in International Marketing
5.3 Political Vulnerability
5.4 Politics about Foreign Investment
Key Terms
Thinking
Chapter 6 How Does Law Imply in International Marketing？
6.1 Jurisdiction in International Marketing
6.2 Intellectual Property Rights in International Marketing
6.3 Cyber-related Laws in International Marketing
6.4 Legal Differences and American Specialties
Key Terms
Thinking
Chapter 7 International Marketing Research
7.1 Problem Definition in International Research
7.2 Secondary Data and Its Sources
7.3 Quantitative Method and Qualitative Method
7.4 Cross-culture Sampling in Developing Countries
Key Terms
Thinking
Chapter 8 How Is Management Used in International Marketing？
Chapter 1 The Characteristics of International Marketing
1.1 The Definition of International Marketing
1.2 The Contents of International Marketing
1.3 The Essence of International Marketing：Self-reference Criterion（SRC）
1.4 The Types of International Marketing
Key Terms
Thinking
Chapter 2 The Environment al Evolution of International Marketing
2.1 The Importance of Balance-of-payments in International Marketing
2.2 The Logic and Forms of Protectionism in International Marketing
2.3 The Importance of Omnibus Trade and Competitiveness Act，General Agreement on Tariffs and Trade and World Trade
Organization in International Marketing
2.4 The Importance of Some Semi-official Organizations in International Marketing
Key Terms
Thinking
Chapter 3 Basic Uncontrollable Items and Their Roles in International Marketing
3.1 The Importance of History in International Marketing
3.2 The Importance of Geography in International Marketing
3.3 The Importance of Demography in International Marketing
3.4 The Importance of Economic Infrastructures in International Marketing
Key Terms
Thinking
Chapter 4 How Does Culture Imply in International Marketing？
4.1 The Cultural Dynamics
4.2 Culture-related Business Ethics
Key Terms
Thinking
Chapter 5 How Does Politics Imply in International Marketing？
5.1 Political Phenomena and Their Applications in International Marketing
5.2 Political Risks and the Influential Factors in International Marketing
5.3 Political Vulnerability
5.4 Politics about Foreign Investment
Key Terms
Thinking
Chapter 6 How Does Law Imply in International Marketing？
6.1 Jurisdiction in International Marketing
6.2 Intellectual Property Rights in International Marketing
6.3 Cyber-related Laws in International Marketing
6.4 Legal Differences and American Specialties
Key Terms
Thinking
Chapter 7 International Marketing Research
7.1 Problem Definition in International Research
7.2 Secondary Data and Its Sources
7.3 Quantitative Method and Qualitative Method
7.4 Cross-culture Sampling in Developing Countries
Key Terms
Thinking
Chapter 8 How Is Management Used in International Marketing？
