內容簡介
在經濟全球化背景下，企業經營活動的國際化日益成為一種廣泛的現象，企業要想在激烈的市場競爭中博得一席之地，參與國際市場行銷將成為一種必然趨勢。
《高等教育十二五規劃教材:國際市場行銷》(作者高傑)闡述了國際市場行銷的基本理論、基礎知識和操作方法，由國際市場行銷概述、國際市場行銷環境分析、國際市場行銷戰略、國際市場行銷策略組合四個部分共12章內容構成，重點闡釋普遍適用於各國或地區的國際市場行銷分析框架，突出國際市場行銷跨文化環境分析，增添了全球環境分析、區域環境分析及東道國環境分析框架和方法。隨著中國經濟的快速成長以及中國經濟對世界經濟發展的影響力日益擴大。本書強調從中國視角分析國際市場行銷問題，探討國際企業在中國市場的行銷策略組合，以增強讀者對中國企業國際市場行銷的認識和思考。
圖書目錄
Chapter 1 International Marketing Overview
1. 1 Concept analysis
1. 2 The basic characteristics of multinationals
1.3 Reasons for globalization
1.4 Explosive growth
1.5 Recent developments
1.6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2. 1 Volume of trade
2.2 Major trading partners
2. 3 Trade barriers analysis
2.4 Foreign direct investment
2. 5 Reasons for investing overseas
2.6 How to enter a foreign market
2.7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3.1 Different economic development stages
3.2 The importance of the economic data
3.3 Trading environment
3.4 Dimensions of the economy
3.5 Socioeconomic dimensions
Chapter Social Cultural Forces
4. 1 Social cultural forces overview
4. 2 Culture affects all business functions
4. 3 Significance to businesspeople
4. 4 Material Culture
4. 5 Brain drain
4. 6 Language
4.7 Societal organization
Chapter Political Forces
5.1 The international political relationship
5.2 The stability of the government's policy
5.3 The different political system
5.4 Reasons for nationalization
5.5 Some famous political organizations of the world
5.6 The political risk
5.7 CRA procedures
Chapter 6 Legal Forces
6. 1 The types of the legal system
6.2 How does the low of host countries influence your international marketing mix
6. 3 Taxation
6.4 Complexity of tax laws and regulations
6. 5 Tariffs, quotas, and other trade obstacles
6.6 Product liability civil and criminal
6. 7 Miscellaneous laws
6. 8 Patents, trademarks, trade names, copyrights, and trade secrets-intellectual properties
Chapter 7 International Marketing Strategy
7. 1 The nature of strategy
7.2 How to understand the traits of the strategy
7. 3 The hierarchy of company strategy
7.4 Marketing strategy
7. 5 Characteristics of the marketing strategy
7.6 International marketing strategy
7.7 Formulating procedures for an international marketing strategy
7. 8 Making strategic objectives
7.9 Analysis about current business portfolio
……
Chapter 8 Market Assessment and Analysis
Chapter 9 Product Strategy
Chapter 10 Promotion Strategy
Chapter 11 Pricing Strategy
Chapter 12 Distribution Strategy
參考文獻
