| 作者深得案便教学的真谛，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，给您身临其境的感觉。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。特点在于：完运用最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。 |
| 泰勒W.米洛安（Taylor W.Meloan），南加州大学格登S.马歇尔商学院营销学教授，市场营销系主任，5所大学的课客教授。洛杉矾外贸学会成员、奥利根国际营销学会成员，美国营销学会南加州分会主席。编著出版7部学术专著及多篇研究论文。 |
| PART 1Introduction 1.Taylor W.Meloal, "International and Global Markeing:An Overview" 2.Theodore Levitt, "The Globalization of Markets"Harvard Business Review 3.Susan P.Douglas and Yoram Wind, "The Myth of Globalization" Columbia Journal of World Business 4.William B.Werther,Jr., "Toward Global Convergence" Business Horizons 5.Christopher A.Bartlett and Sumantra Ghoshal, "What is a Global Manager?" PART 2The Environment of International and Global Marketing 6.Edward T.Hall, "The Silent Language in Overseas Business,"Harvard Business Review 7.David A,Ricks, "How to Avoid Business Blunders Abroad" Business 8.John L.Graham, "The Importance of Culture in International Business Negotiations"Chapter 3 in J.D. Usunier and P.H. Ghauri,International Business Communications 9.Gordon Redding, "The Implications of Other Forms of Capitalism" Asia Pacific Business Outlook Conference,University of Southern California,Los 10.Johny K.Johansson and Massaki Hirano "Japanese Marketing in the Post-Bubble Era" The International Executive The Legal and Political Environment 11.Salil S.Pitroda, "From GATT to WTO" Harvard International Review 12.Peggy E. Chaudhry and Michael G.Walsh, "Intellectual Property Rights: Changing Levels of Protection under the GATT,NAFTA,and the EU" Columbia Journal of World Business 13.Earl Naumann and Douglas J.Lincoln, "Nontariff Barriers and Entry Strategy Alternatives : Strategic Marketing Implications"Journal of Small Business Management PART 3International and Global Marketing Strategies 14.George S.Yip, "Global Strategy as a Factor in Japanese Success"The International Executive 15.Carl F.Fey, "Success Strategies for Russian-Foreign Joint Ventrues,"Business Horizons 16.Kathryn Rudie Harrigan, "Why Joint Ventrues Fail" Euro-Asia Business Review PART 4International and Global Marketing Operations Products and Services 17.Michael R.Czinkota and Masaaki Kotabe, "Product Development the Japanese Way" The Journal of B |
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