- 国际营销(中国矿业大学教材建设工程资助教材)(英文版)
- - 作者：编者:吉生保|责编:史凤萍
  - 出版社：中国矿大
  - ISBN：9787564651381
  - 出版日期：2022/06/01
  - 页数：237
- 售价：18

内容大纲
本书是中国矿业大学教材建设工程资助教材，系统全面介绍了国际营销相关知识，全书主要介绍当前国内外形势下国际营销面临的形势和任务，立足不可控因素介绍国际营销环境，分别介绍了其中的历史、地理、文化、政治和法律各因素及其在国际营销中的作用和表现，帮助企业在国际营销中拟定合理的策略，规避上述风险。
作者介绍
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？

  8.1 Management Used in International Marketing
  8.2 The Importance of Planning in International Marketing
  8.3 Alternative Market Entry Strategies
  8.4 Organization in International Marketing
  Key Terms
  Thinking
Chapter 9 Consumer Products/Services in International Marketing
  9.1 The Importance and Definition of Quality
  9.2 Product Strategies in International Marketing
  9.3 Product Composition and New Product Development
  9.4 Green Marketing in International Marketing
  9.5 Global Service Marketing for Consumers
  9.6 Brands in International Marketing
  Key Terms
  Thinking
Chapter 10 Industrial Products/Services in International Marketing
  10.1 Technology Characters in Promoting Industrial Products/Services
  10.2 ISO 9000 and ISO 9001 Certifications
  10.3 Trade Shows in Promoting Industrial Products/Services
  10.4 Relationship Marketing for Industrial Products/Services
  Key Terms
  Thinking
Chapter 11 Places/Channels in International Marketing
  11.1 Places/Channels in International Marketing
  11.2 Middlemen in International Marketing
  11.3 Channel Management
  11.4 Logistics Management
  Key Terms
  Thinking
Chapter 12 Promotion in International Marketing
  12.1 Integrated Marketing Communication（IMC）in International Marketing
  12.2 Sales Promotions and Public Relations in International Marketing
  12.3 International Advertising in International Marketing
  12.4 International Sales Force in International Marketing
  Key Terms
  Thinking
Chapter 13 Pricing in International Marketing
  13.1 International Pricing：Goals and Problems
  13.2 Price Escalation and Its Management
  13.3 Price Quotation and Payment in International Marketing
  13.4 Dumping in International Marketing
  13.5 Payment Terms
  Key Terms
  Thinking
Chapter 14 Negotiation in International Marketing
  14.1 Culture-related Items in International Negotiations
  14.2 How Does Culture Work in International Negotiations？
  14.3 The Preparation for International Negotiations
  Key Terms
  Thinking

References

内容大纲

作者介绍

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