《全球营销(英文版·第8版)/国际商务经典丛书·高等学校经济管理类双语教学课程用书》是一本英文影印版图书,原著Global Marketing是国际营销学者沃伦·基根教授的代表作,在世界许多**和地区广泛使用。
《全球营销(英文版·第8版)/国际商务经典丛书·高等学校经济管理类双语教学课程用书》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。
《全球营销(英文版·第8版)/国际商务经典丛书·高等学校经济管理类双语教学课程用书》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、**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**”,对社交媒体进行了新的讨论,增加r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。
《全球营销(英文版&#

Global Marketing, Eighth Edition, builds on the worldwide success of the previous editions of Principles of Global Marketing and Global Marketing. Those books took an environmental and strategic approach by outlining the major dimensions of the global business environment. The authors also provided a set of conceptual and analytical tools that prepared students to success- fully apply the four Ps to global marketing.
our goal for all eight editions has been the same: to write a book that is authoritative in con- tent yet relaxed and assured in style and tone. Here’s what students have to say:
Global Marketing, Eighth Edition, builds on the worldwide success of the previous editions of Principles of Global Marketing and Global Marketing. Those books took an environmental and strategic approach by outlining the major dimensions of the global business environment. The authors also provided a set of conceptual and analytical tools that prepared students to success- fully apply the four Ps to global marketing.
our goal for all eight editions has been the same: to write a book that is authoritative in con- tent yet relaxed and assured in style and tone. Here’s what students have to say:
Global Marketing, Eighth Edition, builds on the worldwide success of the previous editions of Principles of Global Marketing and Global Marketing. Those books took an environmental and strategic approach by outlining the major dimensions of the global business environment. The authors also provided a set of conceptual and analytical tools that prepared students to success- fully apply the four Ps to global marketing.
our goal for all eight editions has been the same: to write a book that is authoritative in con- tent yet relaxed and assured in style and tone.

第Ⅰ篇 概论
第1章 全球营销导论

第Ⅱ篇 全球营销环境
第2章 全球经济环境
第3章 全球贸易环境
第4章 社会和文化环境
第5章 政治、法律和法规环境

第Ⅲ篇 进军全球市场
第6章 全球信息系统与市场调研
第7章 市场细分、目标市场确定与市场定位
第8章 全球市场进入战略:许可经营、投资和战略联盟

第Ⅳ篇 全球营销组合
第9章 全球营销中的品牌和产品决策
第10章 定价决策
第11章 全球营销渠道和实体分销
第12章 全球营销沟通决策Ⅰ:广告与公共关系
第13章 全球营销沟通决策Ⅱ:销售促进、人员推销及特殊形式的营销沟通
第14章 全球营销和数字革命

术语