全球营销管理PDF电子书下载
- 电子书积分:22 积分如何计算积分?
- 作 者:Warren J.Keegan
- 出 版 社:北京:清华大学出版社
- 出版年份:1997
- ISBN:7302024952
- 页数:828 页
PART ONE: A CONCEPTUAL OVERVIEW 1
One Introduction to Global Marketing 2
MARKETING: A UNIVERSAL DISCIPLINE 4
FROM DOMESTIC TO GLOBAL/TRANSNATIONAL MARKETING 9
THE THEORY OF THE CASE 11
DRIVING AND RESTRAINING FORCES 14
UNDERLYING FORCES OF INTERNATIONAL BUSINESS 19
OUTLINE OF THIS BOOK 26
CONCLUSION 26
Two Global Marketing Planning 28
KEY CONCEPTS 29
CORPORATION: A DYNAMIC TYPOLOGY 43
REQUIREMENTS FOR A SUCCESSFUL GLOBAL MARKETING PLAN 54
Cases Which Company Is Transnational 65
Euro Disney in Trouble 67
PART TWO: THE GLOBAL MARKETING ENVIRONMENT 74
Three Economic Environment 76
THE WORLD ECONOMY--AN OVERVIEW 77
ECONOMIC SYSTEMS 80
MARKET DEVELOPMENT 82
CONSUMPTION PATTERNS 98
BALANCE OF PAYMENTS 100
TRADE PATTERNS 103
MATIONAL CONTROLS OF INTERNATIONAL TRANSFERS 111
THE GLOBAL ENVIRONMENT 113
Four Social and Cultural Environments 117
BASIC ASPECTS OF CULTURE 118
ANALYTICAL APPROACHES TO CULTURAL FACTORS 122
NEGOTIATIONS: CROSS CULTURAL CHALLENGES 133
INDUSTRIAL PRODUCTS 134
CONSUMER PRODUCTS 139
NATIONALISM 142
CROS-CULTURAL COMPILATIONS AND SUGGESTED SOLUTIONS 143
Five Legal and Regulatory Environment 150
INTERNATIONAL LAW 151
NATION--STATES AND SOVEREIGNTY 152
REGIONAL ORGANIZATIONS: THE EU EXAMPLE 154
CONFLICT RESOLUTION, DISPUTE SETTLEMENT AND LITIGATION 155
RELEVANT BUSINESS ISSUES 158
LICENSING 166
Examples 168
ANTITRUST 168
BRIBERY AND CORRUPTION 168
REGULATORY AGENCIES 172
Six Foreign Exchange and Financial Decisions 175
A BRIEF HISTORY OF THE INTERNATIONAL FINANCIAL SYSTEM 177
FOREIGN EXCHANGE 180
BUSINESS IMPLICATIONS OF EXCHANGE RATE FLUCTUATIONS 188
MANAGING EXCHANGE RATE EXPOSURE 191
Cases Club Med, Inc The Special Challenge of Growth 199
Fried Chicken in Japan 210
PART THREE: TARGETING GLOBAL MARKETS 225
Seven Global Marketing Information Systems and Research 225
ELEMENTS OF A GLOBAL INFORMATION SYSTEM 226
SOURCES OF INFORMATION 230
MARKETING RESEARCH 234
ANALYTICAL TECHNIQUES FOR RESEARCHING INTERNATIONAL MARKETS 243
HEADQUARTERS CONTROL OF GLOBAL MARKETING RESEARCH 250
Eight Global Segmentation,Targeting, and Positioning 257
GLOBAL MARKET SEGMENTATION 258
GLOBAL PRODUCT POSITIONING 268
WORLD MARKETS 270
MARKETING IN LESS DEVELOPED COUNTRIES 294
Cases Choufont-Salva,Inc. 296
Swatch Watch U.S.A.: Creative Marketing Strategy 313
PART FOUR: FORMULATING GLOBAL MARKETING STRATEGY 325
Nine Sourcing Decisions and the Value Chain 325
THE SOURCING CHALLENGE 326
THE VALUE SYSTEM 329
THE VALUE CHAIN AND THREE STRATEGIC ROLES OF GLOBAL MARKETING 331
SOURCING AND THE TRADE CYCLE 331
DECISION CRITERIA 332
SOURCING STRATEGY ALTERNATIVES 339
Ten Strategy Alternatives for Global Market Expansion 348
GLOBAL ENTRY AND EXPANSION: MARKETING AND VALUE CHAIN MANAGEMENT ISSUES 349
EXPORTING 351
LICENSING 353
JOINT VENTURES 355
OWNERSHIP 357
MARKET EXPANSION STRATEGIES 359
MARKET POSITION--A STRATEGIC GUIDE 359
MARKETING STRATEGIES OF U.S., EUROPEAN,AND JAPANESE MULTINATIONAL SUBSIDIARIES 360
ALTERNATIVE STRATEGIES: STAGES OF DEVELOPMENT MODEL 361
Eleven Competitive Analysis and Strategy 369
INDUSTRY ANALYSIS: FORCES NFLUENCING COMPETITION 370
COMPETITIVE ADVANTAGE 374
GLOBAL COMPETITION AND NATIONAL COMPETITIVE ADVANTAGE 382
Twelve Cooperative Strategies and Global Strategic Parnerships 395
REASONS TO COLLABORATE IN GLOBAL STRATEGIC PARTNERSHIPS 396
ADVANTAGES OF GOING IT ALONE 397
THE NATURE OF GLOBAL STRATEGIC PARWERSHIPS 398
SUCCESS FACTORS 401
COOPERATIVE STRATEGIES IN JAPAN: KEIRE:TSU 406
INTERNATIONAL PARTNERSHIPS 410
COOPERATIVE STRATEGIES IN THE UNITED STATES: TARGETING THE DIGITAL FUTURE 412
BEYOND STRATEGIC ALLIANCES 414
Cases Metro Corporation: Teehnology Licensing Negotiation 420
Odysseus, Inc. (The Decision to Go I"International") 427
Global Competition--Motorcycles, 1955-1985 440
Harley-Davidson Motor Co.,Inc.: Defending a Piece of the Domestic Pie 455
Thirteen Product Decisions 475
BASIC CONCEPTS 477
FIVF PRODUCT CHARACTERISTICS 479
GLOBAL BRANDS 480
Bibliography Appendix 1:Trade Terms Appendix 2:Section 482
PRODUCT SATURATION LEVELS IN GLOBAL MARKETS 482
pRODUCT DESIGN 483
ATTITUDES TOWARD FOREIGN PRODUCTS 486
GEOGRAPHIC EXPANSION--STRATEGIC AlTERNATIVES 489
NEW PRODUCTS IN GLOBAL MARKETING 497
Fourteen Pricing Decisions 506
GLOBAL PRICING STRATEGIES 509
ENVIRONMENTAL INFLUENCES ON PRICING DECISIONS 518
TRANSFER PRICING 521
GLOBAL PRICING:THREE POLICY ALTERNATIVES 526
Fifteen Channel Decisions 534
CHANNEL OBJECTIVES AND CONSTRAINTS 536
CHANNEL TERMINOLOGY 541
CHANNEL STRUCTURE 542
CHANNELS IN LESS DEVELOPED COUNTRIES 546
INTERNATIONAL CHANNEL INNOVATION 547
CHANNEL STRATEGY FOR NEW MARKET ENTRY 548
CASE EXAMPLE:JAPAN 549
Sixteen Global Marketing Communications Decisions: Advertising 553
GLOBAL ADVERTISING AND BRANDING 554
ADVERTISING AND STAGES OF ECONOMIC DEVELOPMENT 558
GLOBAL ADVERTISING CONTENT:THE "EXTENSION" VERSUS "ADAPTATION" DEBATE 559
ADVERTISING APPEALS AND PRODUCT CHARACTERISTICS 561
CREATING ADVERTISING 563
GLOBAL MEDIA DECISIONS 566
Seventeen Exporting and Importing 579
ORGANIZATIONAL EXPORT ACTIVITIES 581
NATIONAL POLICIES GOVERNING EXPORTS AND IMPORTS 582
THE DECISION TO INVESTIGATE EXPORT MARKETS 589
CHOOSING EXPORT MARKETS 590
MARKET ACCESS CONSIDERATIONS 594
EXPORT ORGANIZATION Ⅰ: MANUFACTURER'S COUNTRY 599
EXPORT ORGANIZATION Ⅱ: MARKET COUNTRY 600
EXPORT FINANCING/METHODS OF PAYMENT 602
BARTER AND COUNTERTRADE 603
Cases Grasse Fragrances SA 630
Hot Shot to Japan: An International Marketing Case Study 642
Ito-Yokado Company 651
Interaction 675
A.S.Norlight 691
Considers International Marketing Opportunities 698
Eighteen Leading, Organizing,and Controlling the Global Marketing Effort 722
LEADERSHIP 723
ORGANIZATION 725
GLOBAL MARKETING MANAGEMENT CONTROL 744
Nineteen The Future of Global Marketing 764
THE CHANGING WORLD ECONOMY 765
GLOBAL CORPORATIONS IN THE EVOLVING INTERNATIONAI FCONOMIC ORDER 768
Cases Parker Pen Co.(A):International Marketing Strategy Review 780
Parker Pen Co.(B): Parker Coes Global 785
Parker Pen Co.(C):An Interview with Dr. Dennis Thomas 790
The Publishing Revolution:A View from the Inside 796
Index 807
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