国际营销战略

　　国际营销战略》是一门高级的专门化课程。首先，它是站在战略的高度分析并研究国际营销的性质、范围及重要性；其次，它是国际营销而非一般意义上的营销；再次，他的侧重点是营销战略，而非营销战术、营销管理或转型营销等。《国际营销战略》的适用对象为MBA、EMBA和国际企业管理方向的硕士研究生以及国际经济、国际企业管理、国际贸易等专业或方向的博士生。本书的内容主要围绕企业在进入国际市场、推行国际化战略的过程中制定营销决策的5个阶段展开，这5个阶段分别为：1）国际营销战略的范围；2）国际营销环境；3）企业的产品与品牌战略；4）国际市场准入的战略挑战；5）国际营销运作。本书为新推出的第五版，新版本不仅内容新，而且针对性强，书中对消费产品企业、工业产品企业和服务产品企业分别进行了论述，从而避免了盲目空泛的谈论。此外书中还配有丰富的案例，更增添了阅读的趣味性和直观性。...

暂缺《国际营销战略》作者简介

Preface
Acknowledgements
导读
1　Scope of international marketing strategy
Strategic approaches to international markets
International marketing strategy
Definitions of international marketing
Generic international marketing strategies
Opportunistic approach to international markets
Standardization or customization
Implications of standardizing strategy
Market integration,standardization and differentiation
Entering foreign markets
Product-market development
Technology,product and market decisions
Strategic differentiation in the international firm
International marketing strategy and orgazization
International marketing environment
Market fragmentation and consolidation
Globalization of markets
Technology and market liberalization
Firms in regional markets
Understanding international marketing：a framework
Summary
Questions
Rererences
Part 1　Unerstanding the international marketing environment
2　International marketing in the global economy
Theory and practice of international marketing
Managerial theory of international marketing
Marketing in the business system
A framework for international marketing
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