國(guó)際市場(chǎng)營(yíng)銷

定　價(jià)：￥19.00

作　者：	（英）斯坦利·帕利沃達(dá)（Stanley J.Paliwoda）著
出版社：	普蘭蒂斯霍爾出版公司
叢編項(xiàng)：	工商管理精要系列
標(biāo)　簽：	國(guó)際營(yíng)銷

ISBN：	9787300024660	出版時(shí)間：	1997-08-01	包裝：	精裝
開本：	24cm	頁(yè)數(shù)：	164	字?jǐn)?shù)：

內(nèi)容簡(jiǎn)介

　　什么是市場(chǎng)營(yíng)銷的9Ps？為什么國(guó)際市場(chǎng)營(yíng)銷如此重要？公司應(yīng)該在什么時(shí)候、在何種條件下進(jìn)入國(guó)際市場(chǎng)？環(huán)境變化會(huì)產(chǎn)生什么影響，應(yīng)該如何對(duì)這些變化作出反應(yīng)？本書對(duì)上述問(wèn)題及其他有關(guān)問(wèn)題作了清楚而確切的解釋。對(duì)于那些接受短期培訓(xùn)的管理者、MBA，以及想迅速了解這一問(wèn)題核心內(nèi)容的教師和學(xué)生來(lái)說(shuō)，都不失為極具價(jià)值的參考書。它還可以作為管理人員的藏書，以及那些有抱負(fù)的管理人員完善自己知識(shí)和技能的參考資料。

作者簡(jiǎn)介

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圖書目錄

     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