內容提要
真知源於生活,亦當用於生活。做學問切忌僵化教條,停留於書本。
作者深得案例教學的真諦,本書沒有大段的抽象的理論闡述,而是將所有教學內容完全融入於精選的案例中,在學中用,在用中學,給您身臨期境的感覺。
本書內容涉及國際行銷的基本概念、國際行銷的經濟文化環境、國際行銷的法律與政治環境,全球行銷戰略的制定與實施、產品與服務、促銷策略、分銷戰略及定價問題等。本書的特點在於:完全運用最新的真實案例來講解書中所有的行銷理論,以培養讀者分析、解決實際問題的能力。
圖書目錄
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"ColumbiaJournal 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
作者介紹
泰勒W.米洛安(Taylor W.Meloan),南加州大學格登S.馬歇爾商學院行銷學教授,市場行銷系主任,5所大學的課客教授。洛杉礬外貿學會成員、奧利根國際行銷學會成員,美國行銷學會南加州分會主席。編著出版7部學術專著及多篇研究論文。
