《国际商会见索即付保函统一规则 URDG 458 英汉文本》PDF下载

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  • 作  者:段东辉译;国际商会中国国家委员会(ICC CHINA)组织翻译
  • 出 版 社:北京:中国民主法制出版社
  • 出版年份:2004
  • ISBN:7800788806
  • 页数:515 页
图书介绍:本书是国际商会国际商业惯例委员会和银行技术与惯例委员会联合工作组制定见索即付保函统一规则,适用于全球范围。

CHAPTER 1 Foundations of Strategic Marketing Management 1

Appendix:A Sample Marketing Plan 17

CHAPTER 2 Financial Aspects of Marketing Management 33

CHAPTER 3 Marketing Decision Making and Case Analysis 51

CHAPTER 4 Opportunity Analysis,Market Segmentation and Market Targeting 63

Jones·Blair Company&Roger A. Kerin 75

eBay's Globalization Strategy&Janet Fieldstein,Antonio Davila,and George Foster 85

Camar Automotive Hoist&Gordon H.G. McDougall 103

Vector Marketing Corporation:Growth Drivers&Robert A. Peterson 112

CHAPTER 5 Product and Service Strategy and Brand Management 129

Dr Pepper/Seven Up,Inc.:Squirt? Brand&Roger A. Kerin 143

Soft and Silky Shaving Gel&Roger A. Kerin 163

Perpetual Care Hospital:Downtown Health Clinic&Roger A. Kerin 171

Frito Lay Company:Cracker Jack&Roger A. Kerin 182

Swisher Mower and Machine Company:Evaluating a Private Brand Opportunity&Roger A. Kerin and Wayne Swisher 208

CHAPTER 6 Integrated Marketing Communication Strategy and Management 221

Carrington Furniture,Inc.(A)&Roger A. Kerin 233

Carrington Furniture,Inc.(B)&Roger A. Kerin 244

Drypers Corporation:National Television Advertising Campaign&Roger A. Kerin 247

Craft Marine Corporation&Roger A. Kerin and Robert A. Peterson 256

Make-Up Art Cosmetics(M.A.C)Ltd.&Vic Casale and John S. Hulland 263

CHAPTER 7 Marketing Channel Strategy and Management 277

Gateway,Inc.&Roger A. Kerin 289

Golf Logix:Measuring the Game of Golf&John T. Gourville and Jerry N. Conover 303

Masterton Carpet Mills,Inc.&Roger A. Kerin 325

CHAPTER 8 Pricing Strategy and Management 333

Southwest Airlines&Roger A. Kerin 343

Superior Supermarkets:Everyday Low Pricing&Roger A. Kerin 363

Texas Instruments:Global Pricing in the Semiconductor Industry&Per V. Jenster,B. Jaworski,and Michael Stanford 375

CHAPTER 9 Marketing Strategy Reformulation:The Control Process 385

Affiniscape,Inc.&Robert A. Peterson 394

Pharmacia & Upjohn,Inc.:Rogaine Hair Regrowth Treatment&Roger A. Kerin 401

The Circle K Corporation&Roger A. Kerin 418

Macon Museum of Art&Roger A. Kerin 429

CHAPTER 10 Comprehensive Marketing Programs 439

Nintendo:The Launch of Game Boy Color&Robert Fisher and Adrian Ryans 444

Show Circuit Frozen Dog Dinner&Roger A. Kerin 456

Unilever Canada:Becel Margarine&Phil Connell and Peggy Cunningham 467

CIMA Mountaineering,Inc.&Lawrence M. Lamont 479

Blair Water Purifiers India&James E. Nelson 496

APPENDIX:Glossary of Selected Marketing Terms and Concepts 511