国际市场营销

　　什么是市场营销的9Ps？为什么国际市场营销如此重要？公司应该在什么时候、在何种条件下进入国际市场？环境变化会产生什么影响，应该如何对这些变化作出反应？本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。

暂缺《国际市场营销》作者简介

     Contents
    Introduction
   1 People
    Segmentation
    Negotiation
    Sales
    Checklist: be aware
    References and further reading
   2 Process
    Levels of competitiveness
    Export sales
    Exporting with local technical presence
    Intemationalization beyond exporting
    Investment issues
    Checklist: be aware
    References and further reading
   3 Power
    Corporate power: is it transferable?
    Market power: can it be measured?
    Market power of trading blocs
    Checklist: be aware
    References and further reading
   4 Product/service
    Bland products for a global market?
    Standardization
    Adaptation
    Local cultural interfaces
    Checklist: be aware
    References and further reading
   5 Promotion and publicity
    Transferability
    Origination costs for foreign markets
    The importance of publidty and public relations
    Checklist: be aware
    References and further reading
   6 Pricing
    Bringing the product/service to the foreign market
    Additional foreign costs
    Recovering funds from abroad
    Positioning for competitiveness
    Checklist: be aware
    Appendix: INCOTERMS 1990
    References and further reading
    Place of sale/distribution
    Moving goods from the factory to the foreign markets
    Comparing channels of distribution
    Producer, intermediary and customer perceptions
    Trends in place of sale/distribution
    Trade-offs in setting customer service levels
    Checklist: be aware
    References and further reading
   7 Planning and control
    Foreign markets can be planned and controlled
    Infonnation inputs required
    Assessing and evaluating foreign market information
    A longer-term horizon for investment
    Checklist: be aware
   8 References and further reading
   9 Precedents
    Political
    Legal
    Sodal
    Commercial
    Checklist: be aware
    References and further reading
    Bibliography
   Index