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随着经济全球化和企业国际化经营的发展，市场营销对专业人士和从业人员的重要性日益增加。本书力求汇集与营销领域相关的各种主题和案例，以帮助相关专业的学生及市场营销活动的企业从业者熟悉一般的营销原理、国际营销的特点、国内外环境因素的影响、营销策略及其实施等。
作者介绍
目录
PART 1 The International Marketing Environment
  Unit 1 Strategic Planning and Global Policy
  Unit 2 The Political and Economic Environment
  Unit 3 Scientific and Technological Environment
  Unit 4 The Cultural and Demographic Environment
  Unit 5 The Legal Impact on Marketing
PART 2 Customers and Positioning
  Unit 6 International Marketing Research
  Unit 7 Positioning
  Unit 8 Consumers' Purchasing Behavior
  Unit 9 International Service Marketing
  Unit 10 Market Entry and Expansion
PART 3 Integrated Marketing Communication Strategy
  Unit 11 Brand Management
  Unit 12 The Marketing Mix
  Unit 13 Internet Marketing and Social Media
  Unit 14 Global Distribution and Logistics
  Unit 15 Corporate Social Responsibility and Sustainability
Glossary
参考文献

内容大纲

作者介绍