书籍详情
国际市场营销学：英文版
作者：（美）泰勒·W.米洛安（Taylor W.Meloan），（美）约翰·L.格雷厄姆（John L.Graham）著
出版社：机械工业出版社
出版时间：2005-01-01
ISBN：9787111065623
定价：¥45.00
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内容简介
本书作为国际市场营销学权威教材，自首版发行以来风靡美国各大高校，目前已重印至第10版。书中主要介绍了以下内容：国际营销的环境/文化分析法，三个国际营销管理概念，全球营销的文化环境，全球市场机会评价，全球营销三大趋势及影响，制定全球营销战略，全球营销的计划和组织，不同文化的不同谈判风格。随着全球经济的增长，几乎世界上所有公司都在争夺全球市场，21世纪成功的公司将是那些深谙不同文化背景下的营销方法、不断适应新变化、勇于自我挑战的公司，而本书恰是这些公司通向成功的桥梁！作者简介菲利普R.凯特奥拉美国科罗拉多大学教授约翰L.格雷厄姆美国加利福尼亚大学教授
作者简介
泰勒W.米洛安（TaylorW.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。
目录
PART I INTRODUCTION
1.Taylor W.Meloan,"Internationnal and Global Marketin:An Overview."
2.Theodore Levitt,"The Globalization of Markets."Harvard Business Review(May/June 1983)
3.Susan P.Douglas and Yoram Wind,"The Myth of Globalization"Columbia Journal of world Business(Winter 1987)
4.William B.Werther,Jr."Toward Global Convergence,"Business Horizons(January-February 1996)
5.Christopher A.Bartlett and Sumantra Ghoshal,"What Is a Global Manager?"Harvard Business Review(September-October 1992)
6.Edward T.Hall,"The Silent Language in Overseas Business,"Harvard Business Reveiw(May-June 1960)
7.David A,Ricks,"How to Avoid Business Blunders Abroad,"Business(April 1984)
8.John L.Graham,"The Imporance of Culture in International Business"
9.Gordon Redding,"The Implications of Other Forms of Capitalism"Asia
10.Johnk K.Johansson and Massaki Hirano."Japanese Marketin if the Post-Bubble Era,"The International Executive(January-February)
PART 11 THE ENVIRONMENT OF INTERNATIONAL AND GLOBAL MARKETING
11.Salil S.Pitoda,"From GATT TO WTO,"Harvard International Review
12.Peggy E.Chaudhry and Michael G.
13.Earl Naumann and Douglas J.Lincoln,"Nontariff Barriers and Entry Strategy"
PART III INTERANTIONAL AND GLOBAL MARKETING STRATEGIES
14.George S.Yip,"Global Srtartegy as a Factor in Japanese Success"
15.Carl F.Fey,"Success Strategies for Russian-Foreign Joint Ventures"
16.Kathryn Rudie Harrigan,"Why Joint Ventures Fail",Esia Business Review
INTERNATIONAL AND GLOBAL MARKETING OPERATIONS
17.Michael R.Czinkota and Msadaki kotabe
18.Christopher H.Lovelock and George S.Yip,"Developng Global Strategies"
19.Tom Reilly,"The Harmonization of Standards in the European Union and Impact on U.S.Businesses,Business Horizons"
20.Bruce Leeds,"The Roller Coaster Ride to Global Satellite Marketin"
Promotional Strategies
……
Pricing Issues
Distribution Strategies
ETHICAL ISSUES
PART VI SELECTED CASES AND A DECISION SIMULATION
1.Taylor W.Meloan,"Internationnal and Global Marketin:An Overview."
2.Theodore Levitt,"The Globalization of Markets."Harvard Business Review(May/June 1983)
3.Susan P.Douglas and Yoram Wind,"The Myth of Globalization"Columbia Journal of world Business(Winter 1987)
4.William B.Werther,Jr."Toward Global Convergence,"Business Horizons(January-February 1996)
5.Christopher A.Bartlett and Sumantra Ghoshal,"What Is a Global Manager?"Harvard Business Review(September-October 1992)
6.Edward T.Hall,"The Silent Language in Overseas Business,"Harvard Business Reveiw(May-June 1960)
7.David A,Ricks,"How to Avoid Business Blunders Abroad,"Business(April 1984)
8.John L.Graham,"The Imporance of Culture in International Business"
9.Gordon Redding,"The Implications of Other Forms of Capitalism"Asia
10.Johnk K.Johansson and Massaki Hirano."Japanese Marketin if the Post-Bubble Era,"The International Executive(January-February)
PART 11 THE ENVIRONMENT OF INTERNATIONAL AND GLOBAL MARKETING
11.Salil S.Pitoda,"From GATT TO WTO,"Harvard International Review
12.Peggy E.Chaudhry and Michael G.
13.Earl Naumann and Douglas J.Lincoln,"Nontariff Barriers and Entry Strategy"
PART III INTERANTIONAL AND GLOBAL MARKETING STRATEGIES
14.George S.Yip,"Global Srtartegy as a Factor in Japanese Success"
15.Carl F.Fey,"Success Strategies for Russian-Foreign Joint Ventures"
16.Kathryn Rudie Harrigan,"Why Joint Ventures Fail",Esia Business Review
INTERNATIONAL AND GLOBAL MARKETING OPERATIONS
17.Michael R.Czinkota and Msadaki kotabe
18.Christopher H.Lovelock and George S.Yip,"Developng Global Strategies"
19.Tom Reilly,"The Harmonization of Standards in the European Union and Impact on U.S.Businesses,Business Horizons"
20.Bruce Leeds,"The Roller Coaster Ride to Global Satellite Marketin"
Promotional Strategies
……
Pricing Issues
Distribution Strategies
ETHICAL ISSUES
PART VI SELECTED CASES AND A DECISION SIMULATION
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