正版新书]全球营销(英文版第8版高等学校经济管理类双语教学课程

Preface
PART ONE introduction
Chapter 1 Introduction to Global Marketing
Introduction and Overview
Principles of Marketing: A Review
Global Marketing: What It Is and What It Isn't
The Importance of Global Marketing
Management Orientations
Forces Affecting Global Integration and Global Marketing
Outline of This Book
PART TWO The Global Marketing Environment
Chapter 2 The Global Economic Environment
The World Economy——An Overview
Economic Systems
Stages of Market Development
Balance of Payments
Trade in Merchandise and Services
Chapter 3 The Global Trade Environment
The World Trade Organization and GATT
Preferential Trade Agreements
North America
Latin America: SICA, Andean Community, Mercosur, and CARICOM
Asia-Pacific: The Association of Southeast Asian Nations (ASEAN)
Western, Central, and Eastern Europe
The Middle East
Africa
Chapter 4 Social and Cultural Environments
Society, Culture, and Global Consumer Culture
High- and Low-Context Cultures
Hofstede's Cultural Typology
The Self-Reference Criterion and Perception
Diffusion Theory
Marketing Implications of Social and Cultural Environments
Chapter 5 The Political, Legal, and Regulatory Environments
The Political Environment
International Law
Sidestepping Legal Problems: Important Business Issues
Conflict Resolution, Dispute Settlement, and Litigation
The Regulatory Environment
PART THREE Approaching Global Markets
Chapter 6 Global Information Systems and Market Research
Information Technology and Business Intelligence for Global Marketing
Sources of Market Information
Formal Market Research
Headquarters' Control of Market Research
The Marketing Information System as a Strategic Asset
Chapter 7 Segmentation, Targeting, and Positioning
Global Market Segmentation
Assessing Market Potential and Choosing Target Markets or Segments
Product-Market Decisions
Targeting and Target Market Strategy Options
Positioning
Chapter 8 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Licensing
Investment
Global Strategic Partnerships
International Partnerships in Developing Countries
Cooperative Strategies in Asia
Twenty-First-Century Cooperative Strategies
Market Expansion Strategies
PART FOUR The Global Marketing Mix
Chapter 9 Brand and Product Decisions in Global Marketing
Basic Product Concepts
Basic Branding Concepts
A Needs-Based Approach to Product Planning
〝Country of Origin\" as Brand Element
Extend, Adapt, Create: Strategic Alternatives in Global Marketing
New Products in Global Marketing
Chapter 10 Pricing Decisions
Basic Pricing Concepts
Global Pricing Objectives and Strategies
Environmental Influences on Pricing Decisions
Global Pricing: Three Policy Alternatives
Gray Market Goods
Dumping
Price Fixing
Transfer Pricing
Countertrade
Chapter 11 Global Marketing Channels and Physical Distribution
Distribution Channels: Objectives, Terminology, and Structure
Establishing Channels and Working with Channel Intermediaries
Global Retailing
Physical Distribution, Supply Chains, and Logistics Management
Chapter 12 Global Marketing Communications Decisions Ⅰ: Advertising an Pbc Relations
GlobalAdvertising
Advertising Agencies: Organizations and Brands
Creating Global Advertising
Global Media Decisions
Public Relations an Pbcity
Chapter 13 Global Marketing Communications Decisions Ⅱ: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Sales Promotion
Personal Selling
Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement
Chapter 14 Globa