《國(guó)際市場(chǎng)營(yíng)銷》(作者高杰)采用英文撰寫，主要服務(wù)于各高校市場(chǎng)營(yíng)銷專業(yè)和國(guó)際貿(mào)易專業(yè)學(xué)生的雙語課教學(xué)。
教材內(nèi)容涵蓋了近年來國(guó)際營(yíng)銷的相關(guān)理論，羅列了大量國(guó)際營(yíng)銷的實(shí)踐案例，并結(jié)合我國(guó)企業(yè)的國(guó)際營(yíng)銷實(shí)踐對(duì)相關(guān)問題進(jìn)行了探討．為配合教學(xué)工作的開展，在每個(gè)章節(jié)的開始部分給出了章節(jié)的主要內(nèi)容，在每個(gè)章節(jié)的結(jié)束部分給出了相關(guān)的案例、總結(jié)以及需要學(xué)生進(jìn)行練習(xí)的習(xí)題，《國(guó)際市場(chǎng)營(yíng)銷》從內(nèi)容上講基本上覆蓋了國(guó)際營(yíng)銷的主要方式以及操作國(guó)際營(yíng)銷所需要具備的主要條件和操作過程中需要解決的主要問題，并給出了相關(guān)的策略和方法，力圖使學(xué)生在學(xué)習(xí)了本門課程以后可以掌握一種操作國(guó)際營(yíng)銷的技能。
在經(jīng)濟(jì)全球化背景下，企業(yè)經(jīng)營(yíng)活動(dòng)的國(guó)際化日益成為一種廣泛的現(xiàn)象，企業(yè)要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中博得一席之地，參與國(guó)際市場(chǎng)營(yíng)銷將成為一種必然趨勢(shì)。《國(guó)際市場(chǎng)營(yíng)銷》(作者高杰)闡述了國(guó)際市場(chǎng)營(yíng)銷的基本理論、基礎(chǔ)知識(shí)和操作方法，由國(guó)際市場(chǎng)營(yíng)銷概述、國(guó)際市場(chǎng)營(yíng)銷環(huán)境分析、國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略、國(guó)際市場(chǎng)營(yíng)銷策略組合四個(gè)部分共12章內(nèi)容構(gòu)成，重點(diǎn)闡釋普遍適用于各國(guó)或地區(qū)的國(guó)際市場(chǎng)營(yíng)銷分析框架，突出國(guó)際市場(chǎng)營(yíng)銷跨文化環(huán)境分析，增添了全球環(huán)境分析、區(qū)域環(huán)境分析及東道國(guó)環(huán)境分析框架和方法。隨著中國(guó)經(jīng)濟(jì)的快速成長(zhǎng)以及中國(guó)經(jīng)濟(jì)對(duì)世界經(jīng)濟(jì)發(fā)展的影響力日益擴(kuò)大。本書強(qiáng)調(diào)從中國(guó)視角分析國(guó)際市場(chǎng)營(yíng)銷問題，探討國(guó)際企業(yè)在中國(guó)市場(chǎng)的營(yíng)銷策略組合，以增強(qiáng)讀者對(duì)中國(guó)企業(yè)國(guó)際市場(chǎng)營(yíng)銷的認(rèn)識(shí)和思考。
Chapter 1 International Marketing Overview
1.1 Concept analysis
1.2 The basic characteristics of multinationals
1.3 Reasons for globalization
1.4 Explosive growth
1.5 Recent developments
1.6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2.1 Volume of trade
2.2 Major trading partners
2.3 Trade barriers analysis
2.4 Foreign direct investment
2.5 Reasons for investing overseas
2.6 How to enter a foreign market
2.7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3.1 Different economic development stages
3.2 The importance of the economic data
3.3 Trading environment
3.4 Dimensiors of the econorry
3.5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4.1 Social cultural forces overview
4.2 Culture affects all business functions
4.3 Sigoificarce to businesspeople
4.4 Material Culture
4.5 Brain drain
4.6 Language
4.7 Societal organization
Chapter 5 Political Forces
5.1 The international political relationship
5.2 The stability of the government's policy
5.3 The different political system
5.4 Reasons for nationalization
5.5 Some famous political organizations of the world
5.6 The political risk
5.7 CRA procedures
Chapter 6 Legal Forces
6.1 The types of the legal system
6.2 How does the low of host countries influence your
international marketing mix
6.3 Taxation
6.4 Complexity of tax laws and regulations
6.5 Tariffs, quotas, and other trade obstacles
6.6 Product liability civil and criminal
6.7 Miscellaneous laws
6.8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7.1 The nature of strategy
7.2 How to understand the traits of the strategy
7.3 The hierarchy of company strategy
7.4 Marketing strategy
7.5 Characteristics of the marketing strategy
7.6 International marketing strategy
7.7 Formulating procedures for an international marketing strategy
7.8 Making strategic objectives
7.9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis :
8.1 International marketing information and information systems
8.2 The contents and procedures for international marketing
research
8.3 Final selection of new markets
8.4 The procedures of the international marketing research
Chapter 9 Product Strategy
9.1 Standardization, adaptation, or completely different
9.2 Product strategy overview
9.3 The product life cycle and product strategy
9.4 The new product development strategy
9.5 Foreign environmental forces
Chapter 10 Promotion Strategy
10.1 Concept understanding
10.2 Advertising
10.3 Personal selling
10.4 Sales promotion
10.5 Environment constraints for international promotion
10.6 Public relations
Chapter 11 Pricing Strategy
11.1 The factors influencing international pricing decisions
11.2 How to price your products
11.3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12.1 The factors influencing distribution channels
12.2 Functions and types of distribution channels
12.3 Interdependence of distribution decisions
12.4 Channel options and problems
12.5 Foreign environmental forces
12.6 Channel selection
12.7 How to select your teammates
Practice Tests I
Practice Tests II
參考文獻(xiàn)
Chapter 1 International Marketing Overview
1.1 Concept analysis
1.2 The basic characteristics of multinationals
1.3 Reasons for globalization
1.4 Explosive growth
1.5 Recent developments
1.6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2.1 Volume of trade
2.2 Major trading partners
2.3 Trade barriers analysis
2.4 Foreign direct investment
2.5 Reasons for investing overseas
2.6 How to enter a foreign market
2.7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3.1 Different economic development stages
3.2 The importance of the economic data
3.3 Trading environment
3.4 Dimensiors of the econorry
3.5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4.1 Social cultural forces overview
4.2 Culture affects all business functions
4.3 Sigoificarce to businesspeople
4.4 Material Culture
4.5 Brain drain
4.6 Language
4.7 Societal organization
Chapter 5 Political Forces
5.1 The international political relationship
5.2 The stability of the government's policy
5.3 The different political system
5.4 Reasons for nationalization
5.5 Some famous political organizations of the world
5.6 The political risk
5.7 CRA procedures
Chapter 6 Legal Forces
6.1 The types of the legal system
6.2 How does the low of host countries influence your
international marketing mix
6.3 Taxation
6.4 Complexity of tax laws and regulations
6.5 Tariffs, quotas, and other trade obstacles
6.6 Product liability civil and criminal
6.7 Miscellaneous laws
6.8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7.1 The nature of strategy
7.2 How to understand the traits of the strategy
7.3 The hierarchy of company strategy
7.4 Marketing strategy
7.5 Characteristics of the marketing strategy
7.6 International marketing strategy
7.7 Formulating procedures for an international marketing strategy
7.8 Making strategic objectives
7.9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis :
8.1 International marketing information and information systems
8.2 The contents and procedures for international marketing
research
8.3 Final selection of new markets
8.4 The procedures of the international marketing research
Chapter 9 Product Strategy
9.1 Standardization, adaptation, or completely different
9.2 Product strategy overview
9.3 The product life cycle and product strategy
9.4 The new product development strategy
9.5 Foreign environmental forces
Chapter 10 Promotion Strategy
10.1 Concept understanding
10.2 Advertising
10.3 Personal selling
10.4 Sales promotion
10.5 Environment constraints for international promotion
10.6 Public relations
Chapter 11 Pricing Strategy
11.1 The factors influencing international pricing decisions
11.2 How to price your products
11.3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12.1 The factors influencing distribution channels
12.2 Functions and types of distribution channels
12.3 Interdependence of distribution decisions
12.4 Channel options and problems
12.5 Foreign environmental forces
12.6 Channel selection
12.7 How to select your teammates
Practice Tests I
Practice Tests II
參考文獻(xiàn)
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