- 全球营销(英文版第8版高等学校经济管理类双语教学课程用书)/国际商务经典丛书
- - 作者：沃伦·基根//马克·格林
  - 出版社：中国人民大学
  - ISBN：9787300274546
  - 出版日期：2019/10/01
  - 页数：401
- 售价：26

内容大纲
    本书是一本英文影印版，原著Global Marketing是国际营销资深学者沃伦·基根教授的代表作，在世界许多国家和地区广泛使用。
    本书第8版沿袭之前版本的框架，首先概览了由经济与贸易、社会与文化、政治与法律等方面构成的全球商务环境，进而从战略和营销组合的角度详细阐述了企业的全球营销策略和方式。书中介绍了很多前沿的概念或分析工具，如产品生命周期、杠杆作用、资源获取、全球战略伙伴关系、国家竞争优势分析框架等，帮助学生在全球营销中把握发展机会，成功实施4P理论和策略组合。第8版大幅更新了案例和数据，将有关“金砖四国”的讨论扩大到“金砖国家”，对社交媒体进行了新的讨论，增加了全新专栏“创新、创业和全球创造”，在章末案例分析中强调了批判性思维的培养。
    本书配有丰富的教辅资源，包括PPT讲义、教师手册、试题等，非常适合高校经济管理类专业本科生、研究生、MBA、国际商务硕士等双语教学或全英语教学，也适合各类外向型企业的管理者和营销人员阅读和应用。
作者介绍
目录
Preface
PART ONE  introduction
  Chapter 1  Introduction to Global Marketing
    Introduction and Overview
    Principles of Marketing: A Review
    Global Marketing: What It Is and What It Isn't
    The Importance of Global Marketing
    Management Orientations
    Forces Affecting Global Integration and Global Marketing
    Outline of This Book
PART TWO  The Global Marketing Environment
  Chapter 2  The Global Economic Environment
    The World Economy——An Overview
    Economic Systems
    Stages of Market Development
    Balance of Payments
    Trade in Merchandise and Services
  Chapter 3  The Global Trade Environment
    The World Trade Organization and GATT
    Preferential Trade Agreements
    North America
    Latin America: SICA, Andean Community, Mercosur, and CARICOM
    Asia-Pacific: The Association of Southeast Asian Nations (ASEAN)
    Western, Central, and Eastern Europe
    The Middle East
    Africa
  Chapter 4  Social and Cultural Environments
    Society, Culture, and Global Consumer Culture
    High- and Low-Context Cultures
    Hofstede's Cultural Typology
    The Self-Reference Criterion and Perception
    Diffusion Theory
    Marketing Implications of Social and Cultural Environments
  Chapter 5  The Political, Legal, and Regulatory Environments
    The Political Environment
    International Law
    Sidestepping Legal Problems: Important Business Issues
    Conflict Resolution, Dispute Settlement, and Litigation
    The Regulatory Environment
PART THREE  Approaching Global Markets
  Chapter 6  Global Information Systems and Market Research
    Information Technology and Business Intelligence for Global Marketing
    Sources of Market Information
    Formal Market Research
    Headquarters' Control of Market Research
    The Marketing Information System as a Strategic Asset
  Chapter 7  Segmentation, Targeting, and Positioning
    Global Market Segmentation
    Assessing Market Potential and Choosing Target Markets or Segments
    Product-Market Decisions

    Targeting and Target Market Strategy Options
    Positioning
  Chapter 8  Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
    Licensing
    Investment
    Global Strategic Partnerships
    International Partnerships in Developing Countries
    Cooperative Strategies in Asia
    Twenty-First-Century Cooperative Strategies
    Market Expansion Strategies
PART FOUR  The Global Marketing Mix
  Chapter 9  Brand and Product Decisions in Global Marketing
    Basic Product Concepts
    Basic Branding Concepts
    A Needs-Based Approach to Product Planning
    〝Country of Origin" as Brand Element
    Extend, Adapt, Create: Strategic Alternatives in Global Marketing
    New Products in Global Marketing
  Chapter 10  Pricing Decisions
    Basic Pricing Concepts
    Global Pricing Objectives and Strategies
    Environmental Influences on Pricing Decisions
    Global Pricing: Three Policy Alternatives
    Gray Market Goods
    Dumping
    Price Fixing
    Transfer Pricing
    Countertrade
  Chapter 11  Global Marketing Channels and Physical Distribution
    Distribution Channels: Objectives, Terminology, and Structure
    Establishing Channels and Working with Channel Intermediaries
    Global Retailing
    Physical Distribution, Supply Chains, and Logistics Management
  Chapter 12  Global Marketing Communications Decisions Ⅰ: Advertising and Public Relations
    GlobalAdvertising
    Advertising Agencies: Organizations and Brands
    Creating Global Advertising
    Global Media Decisions
    Public Relations and Publicity
  Chapter 13  Global Marketing Communications Decisions Ⅱ: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
   Sales Promotion
   Personal Selling
   Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement
  Chapter 14  Global Marketing and the Digital Revolution
    The Digital Revolution: A Brief History
    Convergence
    Value Networks and Disruptive Technologies
    Global E-Commerce
    Web Site Design and Implementation
    New Products and Services

Glossary

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