國際營銷戰(zhàn)略

內(nèi)容概要

　　這是本系統(tǒng)性闡述估計營銷戰(zhàn)略理論的全英文教材。它站在戰(zhàn)略的高度分析研究了國際營銷的性質(zhì)、范圍及重要性，這有助于我們深入了解國際化企業(yè)所面臨的各種任務(wù)。

書籍目錄

PrefaceAcknowledgements導(dǎo)讀1　Scope of international marketing strategyStrategic approaches to international marketsInternational marketing strategyDefinitions of international marketingGeneric international marketing strategiesOpportunistic approach to international marketsStandardization or customizationImplications of standardizing strategyMarket integration,standardization and differentiationEntering foreign marketsProduct-market developmentTechnology,product and market decisionsStrategic differentiation in the international firmInternational marketing strategy and orgazizationInternational marketing environmentMarket fragmentation and consolidationGlobalization of marketsTechnology and market liberalizationFirms in regional marketsUnderstanding international marketing：a frameworkSummaryQuestionsRererencesPart 1　Unerstanding the international marketing environment2　International marketing in the global economyTheory and practice of international marketingManagerial theory of international marketingMarketing in the business systemA framework for international marketing……

編輯推薦

　　這是本系統(tǒng)性闡述估計營銷戰(zhàn)略理論的全英文教材。它站在戰(zhàn)略的高度分析研究了國際營銷的性質(zhì)、范圍及重要性，這有助于我們深入了解國際化企業(yè)所面臨的各種任務(wù)。

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