国际营销 英文PDF电子书下载

Chapter 1:MARKETING BASICS 1

Chapter 2:E LEMENTS OF THE MARKETPLACE 9

Chapter 3:THE DIMENSIONS OF INTERNATIONAL MARKETING 15

Chapter 4:INTERNATIONAL TRADE 21

Chapter 5:THE ROLE OF GOVERNMENTS 25

Chapter 6:THE ROLE OF CULTURAL FORCES 36

Chapter 7:DEVELOPING PRODUCTS FOR THE FOREIGN MARKET 54

Chapter 8:MARKET RESEARCH 64

Chapter 9:PREPARING FOR MARKET ENTRY 80

Chapter 10:DEVELOPING DISTRIBUTION 111

Chapter 11:ADVERTISING AND PROMOTIONS 124

Chapter 12:MAKING CONTACT 137

Chapter 13:STAFFING THE NEW MARKET 144

Chapter 14:EVALUATING PERFORMANCE 158

Chapter 15:THE MARKETING PLAN 164

Chapter 16:THE MARKETING AUDIT 169

Chapter 17:GLOSSARY 174

Chapter 18:RESOURCES 184