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国际市场营销学(英文版第2版)
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国际市场营销学(英文版第2版)

  • 作者:米洛安(Meloan T.W.)
  • 出版社:机械工业出版社
  • ISBN:9787111065623
  • 出版日期:1998年12月01日
  • 页数:439
  • 定价:¥45.00
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    内容提要
    真知源于生活,亦当用于生活。做学问切忌僵化教条,停留于书本。
    作者深得案例教学的真谛,本书没有大段的抽象的理论阐述,而是将所有教学内容完全融入于精选的案例中,在学中用,在用中学,给您身临期境的感觉。
    本书内容涉及国际营销的基本概念、国际营销的经济文化环境、国际营销的法律与政治环境,全球营销战略的制定与实施、产品与服务、促销策略、分销战略及定价问题等。本书的特点在于:完全运用*新的真实案例来讲解书中所有的营销理论,以培养读者分析、解决实际问题的能力。
    目录
    PART I INTRODUCTION
    1.Taylor W.Meloan,"Internationnal and Global Marketin:An Overview."
    2.Theodore Levitt,"The Globalization of Markets."Harvard Business Review(May/June 1983)
    3.Susan P.Douglas and Yoram Wind,"The Myth of Globalization"Columbia Journal of world Business(Winter 1987)
    4.William B.Werther,Jr."Toward Global Convergence,"Business Horizons(January-February 1996)
    5.Christopher A.Bartlett and Sumantra Ghoshal,"What Is a Global Manager?"Harvard Business Review(September-October 1992)
    6.Edward T.Hall,"The Silent Language in Overseas Business,"Harvard Business Reveiw(May-June 1960)
    7.David A,Ricks,"How to Avoid Business Blunders Abroad,"Business(April 1984)
    8.John L.Graham,"The Imporance of Culture in International Business"
    9.Gordon Redding,"The Implications of Other Forms of Capitalism"Asia
    10.Johnk K.Johansson and Massaki Hirano."Japanese Marketin if the Post-Bubble Era,"The International Executive(January-February)
    PART 11 THE ENVIRONMENT OF INTERNATIONAL AND GLOBAL MARKETING
    11.Salil S.Pitoda,"From GATT TO WTO,"Harvard International Review
    12.Peggy E.Chaudhry and Michael G.
    13.Earl Naumann and Douglas J.Lincoln,"Nontariff Barriers and Entry Strategy"
    PART III INTERANTIONAL AND GLOBAL MARKETING STRATEGIES
    14.George S.Yip,"Global Srtartegy as a Factor in Japanese Success"
    15.Carl F.Fey,"Success Strategies for Russian-Foreign Joint Ventures"
    16.Kathryn Rudie Harrigan,"Why Joint Ventures Fail",Esia Business Review
    INTERNATIONAL AND GLOBAL MARKETING OPERATIONS
    17.Michael R.Czinkota and Msadaki kotabe
    18.Christopher H.Lovelock and George S.Yip,"Developng Global Strategies"
    19.Tom Reilly,"The Harmonization of Standards in the European Union and Impact on U.S.Businesses,Business Horizons"
    20.Bruce Leeds,"The Roller Coaster Ride to Global Satellite Marketin"
    Promotional Strategies
    ……
    Pricing Issues
    Distribution Strategies
    ETHICAL ISSUES
    PART VI SELECTED CASES AND A DECISION SIMULATION
    北京 天津 河北 山西 内蒙古 辽宁 吉林 黑龙江 上海 江苏 浙江 安徽 福建 江西 山东 河南 湖北 湖南 广东 广西 海南 重庆 四川 贵州 云南 西藏 陕西 甘肃 青海 宁夏 新疆 台湾 香港 澳门 海外