国际营销 内容简介

国际营销作为国际企业与商界人士必须掌握的企业管理思想与工具。越来越为人们所重视。大专院校的管理与商务专业，包括商贸英语专业都普遍开设了相关的课程。
本书作者根据多年来从事企业管理咨询与培训和营销课程教学的经验．抓住企业界，尤其是三资企业在国际营销实践中*关注的问题，并结合营销领域出现的各种新思想、新技巧和新工具，试图将一本内容新颖、实用的国际营销英语教材呈现在读者面前。本书比较系统地介绍了国际营销的知识体系和营销实践领域的*新进展，希望能使学习该课程的广大学生和企业营销人士有所收获。
全书共12章，其中第1，2，4，9章由席波编写，第3，5，7，10章由沈晓华编写，第6，8，11，12章由王兴军编写。在编写过程中作者力求理论性、实用性和可读性相结合，引入国际市场营销领域的*新资讯和热点话题，试图将国际营销的科学性和艺术性全面地展现出来。建议读者在学习过程中不要拘泥于书本，而要将国际营销知识和企业界大量营销案例与实践结合起来分析和理解，这样才能达到*好的学习效果。
本书可作为大学商务英语专业的营销教材，也可作为营销管理专业的专业英语教材，同时可供营销爱好者和从业人士的学习参考书。

国际营销 目录

Chapter 1 Introduction
　Part Ⅰ What Is International Marketing?
　Part Ⅱ
　Passage 1 Challenges in International Marketing
　Passage 2 Localization
　Background Information Smart Globalization
　BBS
Chapter 2 International Marketing and Multinational Corporations
　Part Ⅰ Multinational Corporation.
　Part Ⅱ
　Passage 1 The Growth of International Marketing
　Passage 2 Global Village
　Background Information The Place to Be
　BBS
Chapter 3 International Marketing Environment Analysis
　Part Ⅰ International Marketing Environment
　Part Ⅱ
　Passage 1 Website Loses Legal Fight Over MP3 Download
　Passage 2 Keeping Companies Honest
　Background Information How to Research the Marketing Environment
　BBS
Chapter 4 International Market Research
　Part Ⅰ Why International Market Research
　Part Ⅱ
　Passage 1 How to Design Questionnaire
　Passage 2 Do Online Surveys Get More Extreme Answers?
　Background Information Types of Market Reports
　BBS
Chapter 5 Product Strategy in International Marketing
　Part Ⅰ Product and Product Strategy
　Part Ⅱ
　Passage 1 Crossover Is the Future of Car Design
　Passage 2 Home Appliances Producer: Electrolux
　Background Information Case-Product Strategy of Bull
　BBS
Chapter 6 Distribution
　Part Ⅰ Distribution : Channels, Tactics and Its International Variations
　Part Ⅱ
　Passage 1 Case Study: Remedy for Japan Distribution Problem
　Passage 2 An Introduction to SCM (Supply Chain Management)
　Background Information The 10 Commandments of Networking
　BBS
Chapter 7 Pricing Strategy in International Marketing
　Part Ⅰ Pricing Concepts and Strategies
　Part Ⅱ
　Passage 1 Dumping a Heavy Cost on Wood
　Passage 2 Overseas TV Brands Join Pricing War
　Background Information Pricing for Profit
　BBS
Chapter 8 Promotion Strategy
　Part Ⅰ Promotion Applied in International Marketplace
　Part Ⅱ
　Passage 1 Pull and Push in Marketing
　Passage 2 How to Do Export Promotion?
　Background Information Great Gift Marketing Ideas
　BBS
Chapter 9 Internet Marketing
　Part Ⅰ Internet and Marketing Strategy
　Part Ⅱ
　Passage 1 Internet's Impact on the Marketing Mix
　Passage 2 Privacy and Security Issues for Online Commerce
　Background Information International Online Business: Think Globally, Act Locally
　BS
Chapter 10 Cross-cultural Communication and International
　Marketing
　Part Ⅰ Cultural Differences Among Different Nations
　Part Ⅱ
　Passage 1 Lenovo's in an Olympic Mood Now
　Passage 2 Names Have Coffee Chain Steamed Up
　Background Information Global Marketing Gaffes
　BBS
Chapter 11 Marketing and Social Responsibility
　Part Ⅰ Social Responsibility and Ethics in Marketing
　Part Ⅱ
　Passage 1 CSR Case: Starbucks Coffee Co
　Passage 2 An Introduction to Green Marketing
　Background Information Mind Your Business
　BBS
Chapter 12 Career in Marketing
　Part Ⅰ Career in Marketing
　Part Ⅱ
　Passage 1 Marketing Yourself
　Passage 2 Paving the Way for New Staff Members
　Background Information Career in Marketing-We Will Train

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