国际营销战略

出版时间：2005-8  出版社：外语教学与研究出版社  作者：布拉德利  页数：406  

内容概要

　　这是本系统性阐述估计营销战略理论的全英文教材。它站在战略的高度分析研究了国际营销的性质、范围及重要性，这有助于我们深入了解国际化企业所面临的各种任务。

书籍目录

PrefaceAcknowledgements导读1　Scope of international marketing strategyStrategic approaches to international marketsInternational marketing strategyDefinitions of international marketingGeneric international marketing strategiesOpportunistic approach to international marketsStandardization or customizationImplications of standardizing strategyMarket integration,standardization and differentiationEntering foreign marketsProduct-market developmentTechnology,product and market decisionsStrategic differentiation in the international firmInternational marketing strategy and orgazizationInternational marketing environmentMarket fragmentation and consolidationGlobalization of marketsTechnology and market liberalizationFirms in regional marketsUnderstanding international marketing：a frameworkSummaryQuestionsRererencesPart 1　Unerstanding the international marketing environment2　International marketing in the global economyTheory and practice of international marketingManagerial theory of international marketingMarketing in the business systemA framework for international marketing……

编辑推荐

　　这是本系统性阐述估计营销战略理论的全英文教材。它站在战略的高度分析研究了国际营销的性质、范围及重要性，这有助于我们深入了解国际化企业所面临的各种任务。