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國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 版權(quán)信息
- ISBN：9787302571032
- 條形碼：9787302571032 ; 978-7-302-57103-2
- 裝幀：70g膠版紙
- 冊(cè)數(shù)：暫無
- 重量：暫無
- 所屬分類：>>
國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 本書特色
新形態(tài)教材，本書的突出特點(diǎn)是全面地、創(chuàng)新性地引入了新形態(tài)教材的理念與方法，使紙質(zhì)、網(wǎng)絡(luò)多種媒介有機(jī)結(jié)合在一起。學(xué)生可以從文字、PPT等獲取教學(xué)相關(guān)知識(shí)與內(nèi)容，為學(xué)習(xí)帶來極大便利，提高了教與學(xué)的效率。本書每章都有全球視角引出每章內(nèi)容，章后附有本章小結(jié)、課后習(xí)題、本章討論案例以及自我評(píng)價(jià)。同時(shí)，通過掃描書上各章節(jié)中的二維碼，可查看PPT、補(bǔ)充說明資料以及教學(xué)大綱、模擬試卷和答案等。 本書作為國(guó)家級(jí)規(guī)劃教材和21世紀(jì)營(yíng)銷學(xué)精品教材，自出版以來得到社會(huì)各界廣泛的認(rèn)可，國(guó)內(nèi)百余所高校采用本書作為教材，一些培訓(xùn)機(jī)構(gòu)也采用本書作為培訓(xùn)教材，本書在短時(shí)間內(nèi)14次印刷。主編閆國(guó)慶，教授，博士，博士生導(dǎo)師，美國(guó)加州州立大學(xué)MBA。國(guó)家級(jí)特色專業(yè)、省重點(diǎn)學(xué)科負(fù)責(zé)人。主持國(guó)家級(jí)項(xiàng)目5項(xiàng)，省部、市級(jí)項(xiàng)目30余項(xiàng)；主編或獨(dú)著出版專著及教材20余部。
國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 內(nèi)容簡(jiǎn)介
本書全面系統(tǒng)地介紹了國(guó)際市場(chǎng)營(yíng)銷學(xué)。 全書包括六篇內(nèi)容。**篇為導(dǎo)論，包括**和第二章，介紹國(guó)際市場(chǎng)營(yíng)銷學(xué)主要概念、主要理論等內(nèi)容；第二篇為國(guó)際營(yíng)銷環(huán)境分析，包括第三至第六章，介紹國(guó)際營(yíng)銷經(jīng)濟(jì)環(huán)境、國(guó)際社會(huì)文化環(huán)境等內(nèi)容；第三篇為國(guó)際營(yíng)銷戰(zhàn)略，包括第七至第九章，介紹國(guó)際營(yíng)銷戰(zhàn)略規(guī)劃、國(guó)際營(yíng)銷的市場(chǎng)細(xì)分等內(nèi)容；第四篇為國(guó)際營(yíng)銷組合策略，包括第十至第十三章，介紹國(guó)際市場(chǎng)產(chǎn)品策略、國(guó)際市場(chǎng)價(jià)格策略等內(nèi)容；第五篇為國(guó)際營(yíng)銷的組織和控制，包括第十四和第十五章，介紹國(guó)際營(yíng)銷的組織及國(guó)際營(yíng)銷的控制；第六篇為國(guó)際營(yíng)銷的未來，包括第十六和第十七章，介紹國(guó)際營(yíng)銷的數(shù)字經(jīng)濟(jì)時(shí)代和國(guó)際營(yíng)銷展望。 本書的突出特點(diǎn)是全面地、創(chuàng)新性地引入了新形態(tài)教材的理念與方法，使紙質(zhì)、網(wǎng)絡(luò)多種媒介有機(jī)結(jié)合在一起。學(xué)生可以從文字、PPT等獲取教學(xué)相關(guān)知識(shí)與內(nèi)容，為學(xué)習(xí)帶來極大便利，提高了教與學(xué)的效率。本書每章都有全球視角引出每章內(nèi)容，章后附有本章小結(jié)、課后習(xí)題、本章討論案例以及自我評(píng)價(jià)。同時(shí)，通過掃描書上各章節(jié)中的二維碼，可查看PPT、補(bǔ)充說明資料以及教學(xué)大綱、模擬試卷和答案等。
國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 目錄
目 錄
**篇 導(dǎo)論
第1章 認(rèn)識(shí)市場(chǎng)營(yíng)銷 ··························2
全球視角 泰國(guó)東方飯店的故事··················2
1.1 營(yíng)銷的定義·············································3
1.2 市場(chǎng)營(yíng)銷學(xué)的核心概念·························5
1.3 營(yíng)銷觀念···············································12
本章小結(jié)························································17
關(guān)鍵術(shù)語························································17
課后習(xí)題························································18
本章討論案例 耐克和New Balance營(yíng)銷
戰(zhàn)略比較分析····················18
討論題····························································19
第2章 國(guó)際營(yíng)銷學(xué)主要概念及其基本
理論 ······································20
全球視角 營(yíng)銷理論中的西方戰(zhàn)略迷局····20
2.1 國(guó)際營(yíng)銷學(xué)的主要概念及其形成·······21
2.2 國(guó)際營(yíng)銷學(xué)的基本理論·······················24
本章小結(jié)························································39
關(guān)鍵術(shù)語························································39
課后習(xí)題························································39
本章討論案例 寶潔公司在中國(guó)本土的
營(yíng)銷戰(zhàn)略····························40
討論題····························································42
第二篇 國(guó)際營(yíng)銷環(huán)境分析
第3章 國(guó)際營(yíng)銷經(jīng)濟(jì)環(huán)境 ··················44
全球視角 當(dāng)今世界經(jīng)濟(jì)格局發(fā)生
深刻變化····································44
3.1 世界經(jīng)濟(jì)環(huán)境分析·······························46
3.2 區(qū)域市場(chǎng)環(huán)境·······································56
本章小結(jié)························································65
關(guān)鍵術(shù)語························································65
課后習(xí)題························································66
本章討論案例 海爾進(jìn)入印度尼西亞市場(chǎng) ···66
討論題····························································68
第4章 國(guó)際社會(huì)文化環(huán)境 ··················69
全球視角 肯德基公司“家鄉(xiāng)雞”
香港市場(chǎng)沉浮····························69
4.1 文化的概念及其文化環(huán)境的重要性 ····71
4.2 文化的基本要素···································73
4.3 社會(huì)文化環(huán)境的綜合評(píng)價(jià)···················78
4.4 社會(huì)文化環(huán)境對(duì)國(guó)際營(yíng)銷產(chǎn)品的
影響·······················································84
本章小結(jié)························································86
關(guān)鍵術(shù)語························································86
_x00C_
VIII
課后習(xí)題························································87
本章討論案例 芭比娃娃的失敗營(yíng)銷········87
討論題····························································89
第5章 國(guó)際政治法律環(huán)境 ··················90
全球視角 全球治理困境凸顯····················90
5.1 國(guó)際政治環(huán)境·······································91
5.2 國(guó)際法律環(huán)境·······································95
本章小結(jié)······················································100
關(guān)鍵術(shù)語······················································101
課后習(xí)題······················································101
本章討論案例 新冠疫情蔓延全球，
國(guó)際油價(jià)“三國(guó)殺”
陷負(fù)和博弈？··················101
討論題··························································104
第6章 國(guó)際營(yíng)銷信息系統(tǒng)和營(yíng)銷
調(diào)查 ····································105
全球視角 麥當(dāng)勞這么懂客戶 全因
大數(shù)據(jù)······································105
6.1 國(guó)際營(yíng)銷信息系統(tǒng)·····························107
6.2 國(guó)際營(yíng)銷調(diào)查·····································110
本章小結(jié)······················································118
關(guān)鍵術(shù)語······················································118
課后習(xí)題······················································118
本章討論案例 可口可樂的新口味產(chǎn)品的
試驗(yàn)··································119
討論題··························································119
第三篇 國(guó)際營(yíng)銷戰(zhàn)略
第7章 國(guó)際營(yíng)銷戰(zhàn)略規(guī)劃及其競(jìng)爭(zhēng)
策略 ····································122
全球視角 沃爾瑪?shù)牧闶酃谲娭馈ぁぁぁぁぁぁぁぁぁ?22
7.1 行業(yè)分析及競(jìng)爭(zhēng)對(duì)手分析·················124
7.2 公司層次的戰(zhàn)略·································127
7.3 國(guó)際營(yíng)銷戰(zhàn)略規(guī)劃過程·····················136
7.4 競(jìng)爭(zhēng)戰(zhàn)略設(shè)計(jì)及策略設(shè)計(jì)·················140
本章小結(jié)······················································145
關(guān)鍵術(shù)語······················································145
課后習(xí)題······················································146
本章討論案例 福特潛伏戰(zhàn)······················146
討論題··························································148
第8章 國(guó)際營(yíng)銷的市場(chǎng)細(xì)分與
目標(biāo)市場(chǎng)選擇 ·······················149
全球視角 宜家的選擇······························149
8.1 國(guó)際市場(chǎng)的細(xì)分·································150
8.2 國(guó)際目標(biāo)市場(chǎng)評(píng)估和選擇·················155
8.3 進(jìn)入國(guó)際市場(chǎng)方式·····························158
本章小結(jié)······················································164
關(guān)鍵術(shù)語······················································164
課后習(xí)題······················································164
本章討論案例 Brandless的營(yíng)銷
新思維······························165
討論題··························································167
第9章 國(guó)際營(yíng)銷的產(chǎn)品差別化和
定位 ····································168
全球視角 Costco電商大潮中
逆勢(shì)而起··································168
9.1 國(guó)際營(yíng)銷的差別化·····························169
9.2 國(guó)際營(yíng)銷的產(chǎn)品定位·························176
本章小結(jié)······················································180
關(guān)鍵術(shù)語······················································181
課后習(xí)題······················································181
本章討論案例 太古集團(tuán)的產(chǎn)品與服務(wù)
差別化······························182
討論題··························································184
_x00C_
IX
第四篇 國(guó)際營(yíng)銷組合策略
第10章 國(guó)際市場(chǎng)產(chǎn)品策略 ··············186
全球視角 蘋果公司傲人銷售業(yè)績(jī)背后的
產(chǎn)品營(yíng)銷策略··························186
10.1 國(guó)際產(chǎn)品整體概念···························187
10.2 國(guó)際產(chǎn)品的調(diào)整與適應(yīng)策略···········189
10.3 國(guó)際市場(chǎng)產(chǎn)品生命周期···················198
10.4 國(guó)際新產(chǎn)品開發(fā)策略·······················203
10.5 國(guó)際品牌策略···································210
本章小結(jié)······················································218
關(guān)鍵術(shù)語······················································219
課后習(xí)題······················································219
本章討論案例 時(shí)裝殺手ZARA，
席卷全球··························220
討論題··························································221
第11章 國(guó)際市場(chǎng)價(jià)格策略 ··············222
全球視角 宜家的價(jià)格策略······················222
11.1 國(guó)際定價(jià)的影響因素 ·······················223
11.2 國(guó)際定價(jià)方法及程序 ·······················227
11.3 國(guó)際定價(jià)策略 ···································231
11.4 國(guó)際市場(chǎng)的價(jià)格管理與控制 ···········239
11.5 跨國(guó)公司定價(jià)策略 ···························244
本章小結(jié)······················································250
關(guān)鍵術(shù)語······················································250
課后習(xí)題······················································251
本章討論案例 鐵礦石定價(jià)的尷尬··········251
討論題··························································252
第12章 國(guó)際市場(chǎng)分銷渠道策略 ·······253
全球視角 華為公司的分銷模式··············253
12.1 國(guó)際分銷渠道結(jié)構(gòu)···························254
12.2 國(guó)際分銷渠道成員類型···················258
12.3 國(guó)際分銷渠道決策···························265
12.4 國(guó)際分銷渠道管理···························271
本章小結(jié)······················································276
關(guān)鍵術(shù)語······················································276
課后習(xí)題······················································277
本章討論案例 從一塊肥皂誕生而來的
日化巨頭··························277
討論題··························································279
第13章 國(guó)際市場(chǎng)促銷策略 ··············280
13.1 國(guó)際廣告策略···································281
13.2 國(guó)際市場(chǎng)人員推銷策略···················288
13.3 國(guó)際市場(chǎng)營(yíng)業(yè)推廣策略···················294
13.4 國(guó)際營(yíng)銷公共關(guān)系策略···················303
本章小結(jié)······················································309
關(guān)鍵術(shù)語······················································309
課后習(xí)題······················································310
本章討論案例 悅詩(shī)風(fēng)吟的組合營(yíng)銷······310
討論題··························································311
第五篇 國(guó)際營(yíng)銷的組織與控制
第14章 國(guó)際營(yíng)銷的組織 ·················314
14.1 國(guó)際營(yíng)銷組織的演進(jìn)及其結(jié)構(gòu)
類型···················································315
14.2 影響國(guó)際營(yíng)銷組織結(jié)構(gòu)的因素·······322
14.3 企業(yè)在選擇國(guó)際營(yíng)銷組織形式時(shí)
要考慮的主要因素···························323
本章小結(jié)······················································325
關(guān)鍵術(shù)語······················································325
課后習(xí)題······················································326
本章討論案例 ABB公司的組織結(jié)構(gòu) ····326
討論題··························································327
第15章 國(guó)際營(yíng)銷的控制 ·················328
15.1 國(guó)際營(yíng)銷控制的影響因素···············328
_x00C_
15.2 國(guó)際營(yíng)銷控制模式···························330
15.3 國(guó)際營(yíng)銷控制的程序·······················332
15.4 國(guó)際營(yíng)銷控制的類型·······················333
本章小結(jié)······················································343
關(guān)鍵術(shù)語······················································343
課后習(xí)題······················································344
本章討論案例 麥當(dāng)勞的營(yíng)銷控制··········345
討論題··························································346
第六篇 國(guó)際營(yíng)銷的未來
第16章 國(guó)際營(yíng)銷的數(shù)字經(jīng)濟(jì)時(shí)代：網(wǎng)絡(luò)、
移動(dòng)和社交媒體營(yíng)銷············348
全球視角 漢堡王：“為了皇堡
繞路”······································348
16.1 國(guó)際市場(chǎng)網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷
的產(chǎn)生與發(fā)展···································349
16.2 網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷的內(nèi)涵、
特點(diǎn)及功能·······································351
16.3 國(guó)際市場(chǎng)網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷
的影響···············································358
16.4 國(guó)際市場(chǎng)網(wǎng)絡(luò)、移動(dòng)和社交媒體營(yíng)銷
的策略與方法···································363
本章小結(jié)······················································369
關(guān)鍵術(shù)語······················································369
課后習(xí)題······················································369
本章案例討論 漫威影業(yè)的微博營(yíng)銷······370
討論題··························································371
第17章 國(guó)際營(yíng)銷展望 ·····················372
17.1 國(guó)際營(yíng)銷環(huán)境更迭化·······················372
17.2 國(guó)際營(yíng)銷觀念豐富化·······················377
17.3 國(guó)際營(yíng)銷戰(zhàn)略層次化·······················385
17.4 國(guó)際營(yíng)銷組合策略多元化···············386
17.5 國(guó)際營(yíng)銷模式個(gè)性化·······················391
17.6 國(guó)際營(yíng)銷手段虛擬化·······················394
17.7 國(guó)際營(yíng)銷業(yè)態(tài)數(shù)字化·······················395
本章小結(jié)······················································396
關(guān)鍵術(shù)語······················································397
課后習(xí)題······················································397
本章討論案例 騰訊營(yíng)銷··························398
討論題··························································399
主要參考文獻(xiàn) ····································400
主要參考網(wǎng)站 ····································404
展開全部
國(guó)際市場(chǎng)營(yíng)銷學(xué)(第四版) 作者簡(jiǎn)介
閆國(guó)慶，教授，博士，博士生導(dǎo)師，美國(guó)加州州立大學(xué)MBA。寧波海上絲綢之路研究院院長(zhǎng)、寧波中東歐國(guó)家合作研究院院長(zhǎng)、寧波市政協(xié)常委、民盟寧波市副主委。國(guó)j級(jí)特色專業(yè)、省重點(diǎn)學(xué)科負(fù)責(zé)人。國(guó)家精品資源共享課負(fù)責(zé)人，國(guó)j級(jí)規(guī)劃教材《國(guó)際市場(chǎng)營(yíng)銷學(xué)》主編。主講《國(guó)際貿(mào)易理論與政策》《國(guó)際市場(chǎng)營(yíng)銷學(xué)》等課程。獲民盟全國(guó)優(yōu)秀盟員、浙江省高校名師等稱號(hào)及省（部）、市級(jí)獎(jiǎng)項(xiàng)十余項(xiàng)。主持國(guó)j級(jí)項(xiàng)目5項(xiàng)，省部、市級(jí)項(xiàng)目30余項(xiàng)；主編或獨(dú)著出版專著及教材20余部。在國(guó)家核心刊物上公開發(fā)表學(xué)術(shù)論文60余篇。
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