最 低 价：￥19.30
定 价：￥28.00
作 者：卡瑞/Jeffrey Edmund Curry/卡瑞(Curry J.E) ；俞利军 导读/Jeffrey Edmund Curry 俞利军 导读 著
出 版 社：上海外语教育出版社
出版时间：2009-01
I S B N：754461048
| 姓名：卡瑞著 作者简介： 作品：《国际营销》 姓名：Jeffrey Edmund Curry著 作者简介： 作品：《国际营销》 姓名：卡瑞(Curry J.E) ；俞利军 导读著 作者简介： 作品：《国际营销》 姓名：Jeffrey Edmund Curry 俞利军 导读著 作者简介： 作品：《国际营销》 |
| the language challenge language is the primary way in which producers and distributors communicate with consumers. those involved with personal selling will find that speaking the local language isn't optional but a requirement for success. besides just being able to get the basic information across to the customer, a salesperson also communicates the company's dedication to the marketplace. all salespeople face an uphill battle when trying to promote a product, but those without the requisite language skills may find that the hill is almost vertical. language skills will also come into play when advertising and promotional collateral （brochures, manuals, business cards） are translated. a poorly worded document or mistranslated slogan can sink a sales effort before it even starts. （wanting to assure their belgian target audience of the sturdiness of their vehicles, general motors' marketeers once translated their slogan of "body by fisher" into flemish. the resulting translation 更多 |
| chapter 1: marketing basics chapter 2: elements of the marketplace chapter 3: the dimensions of international marketing chapter 4: international trade chapter 5: the role of governments chapter 6: the role of cultural forces chapter 7: developing products for the foreign market chapter 8: market research chapter 9: preparing for market entry chapter 10: developing distribution chapter 11: advertising and promotions chapter 12: making contact: different products and promotions chapter 13: staffing the new market chapter 14: evaluating performance chapter 15: the marketing plan chapter 16: the marketing audit chap 更多 |
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