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内容大纲
随着经济全球化发展以及新一轮技术革命的蓬勃兴起，全球营销环境正在发生深刻变化。特别是“一带一路”倡议顺利开展以来，我国企业的竞争力不断增强，越来越多优秀的中国企业“走出去”开展国际营销实践。在此背景下，作为“新文科建设系列教材”的重要组成部分，《国际市场营销》在结构设计、内容编写、案例选择等方面，整合现有国内外的相关知识内容并不断加以创新，关注全球营销环境的深刻变化，并突出我国企业“走出去”的国际营销案例，体现了新的历史条件下我国企业国际市场营销的实践发展以及与时俱进的时代特征。 -
作者介绍
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目录
Chapter 1 An Overview of International Marketing
l.1 An Introduction to International Marketing
1.2 The Motivation and Process of International Marketing Involvement
Chapter 2 Environmental Analysis and Eeonomie Environment of International Marketing
2.1 An Introduction to the International Marketing Environment
2.2 Economic Environment of International Marketing
Chapter 3 Political and Legal Environment of International Marketing
3.1 Political Environment of International Marketing
3.2 Legal Environment of International Marketing
Chapter 4 Cultural Environment of International Marketing
4.1 Understanding Culture
4.2 Elements of Culture
4.3 Cross-cultural Communication
4.4 Cultural Adaptation in International Marketing
Chapter 5 International Marketing Researeh
5.1 The Introduction of International Marketing Research
5.2 The Process of International Marketing Research
5.3 Primary Data and Secondary Data
5.4 International Marketing Information System
Chapter 6 International Marketing Strategies
6.1 International Market Segmentation
6.2 International Target Market Selection
6.3 International Target Market Positioning
6.4 Entry Modes of the International Market
Chapter 7 Product Strategy of International Marketing
7.1 Products and Whole Product Concept
7.2 Product Life Cycle in the International Market
7.3 New Product Development in the International Market
7.4 Products Standardization and Differentiation Strategy in the International Market
7.5 Brand, Packaging and Service Strategies of International Products
Chapter 8 Pricing Strategy in the International Market
8.1 Pricing Basis and Pricing Objectives in the International Market
8.2 International Market Pricing Methods
8.3 International Market Pricing Strategy
8.4 Management and Control of International Market Pricing
8.5 Issues to Be Aware of in International Market Pricing
Chapter 9 Distribution Strategy in the International Market
9.1 An Overview of International Market Distribution Strategy
9.2 International Marketing Channel Members
9.3 International Marketing Channel Strategy
9.4 International Marketing Channel Management
Chapter 10 Promotion Strategy in the International Market
10.1 International Market Promotion and the Promotion Mix Strategy
10.2 Personal Selling Strategies in International Marketing
10.3 Advertising Strategy in the International Market
10.4 Sales Promotion Strategy in the International Market
10.5 International Public Relation Strategy
References
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