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国际市场营销学(第四版)

作者：闫国庆

出版社：清华大学出版社出版时间：2004-08-01

开本： 16开 页数： 420

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国际市场营销学(第四版) 版权信息

ISBN：9787302571032
条形码：9787302571032 ; 978-7-302-57103-2
装帧：70g胶版纸
册数：暂无
重量：暂无
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教材
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经济管理类

国际市场营销学(第四版) 本书特色

新形态教材，本书的突出特点是全面地、创新性地引入了新形态教材的理念与方法，使纸质、网络多种媒介有机结合在一起。学生可以从文字、PPT等获取教学相关知识与内容，为学习带来极大便利，提高了教与学的效率。本书每章都有全球视角引出每章内容，章后附有本章小结、课后习题、本章讨论案例以及自我评价。同时，通过扫描书上各章节中的二维码，可查看PPT、补充说明资料以及教学大纲、模拟试卷和答案等。本书作为国家级规划教材和21世纪营销学精品教材，自出版以来得到社会各界广泛的认可，国内百余所高校采用本书作为教材，一些培训机构也采用本书作为培训教材，本书在短时间内14次印刷。主编闫国庆，教授，博士，博士生导师，美国加州州立大学MBA。国家级特色专业、省重点学科负责人。主持国家级项目5项，省部、市级项目30余项；主编或独著出版专著及教材20余部。

国际市场营销学(第四版) 内容简介

本书全面系统地介绍了国际市场营销学。全书包括六篇内容。**篇为导论，包括**和第二章，介绍国际市场营销学主要概念、主要理论等内容；第二篇为国际营销环境分析，包括第三至第六章，介绍国际营销经济环境、国际社会文化环境等内容；第三篇为国际营销战略，包括第七至第九章，介绍国际营销战略规划、国际营销的市场细分等内容；第四篇为国际营销组合策略，包括第十至第十三章，介绍国际市场产品策略、国际市场价格策略等内容；第五篇为国际营销的组织和控制，包括第十四和第十五章，介绍国际营销的组织及国际营销的控制；第六篇为国际营销的未来，包括第十六和第十七章，介绍国际营销的数字经济时代和国际营销展望。本书的突出特点是全面地、创新性地引入了新形态教材的理念与方法，使纸质、网络多种媒介有机结合在一起。学生可以从文字、PPT等获取教学相关知识与内容，为学习带来极大便利，提高了教与学的效率。本书每章都有全球视角引出每章内容，章后附有本章小结、课后习题、本章讨论案例以及自我评价。同时，通过扫描书上各章节中的二维码，可查看PPT、补充说明资料以及教学大纲、模拟试卷和答案等。

国际市场营销学(第四版) 目录

目录 **篇导论第1章认识市场营销 ··························2 全球视角泰国东方饭店的故事··················2 1.1 营销的定义·············································3 1.2 市场营销学的核心概念·························5 1.3 营销观念···············································12 本章小结························································17 关键术语························································17 课后习题························································18 本章讨论案例耐克和New Balance营销战略比较分析····················18 讨论题····························································19 第2章国际营销学主要概念及其基本理论 ······································20 全球视角营销理论中的西方战略迷局····20 2.1 国际营销学的主要概念及其形成·······21 2.2 国际营销学的基本理论·······················24 本章小结························································39 关键术语························································39 课后习题························································39 本章讨论案例宝洁公司在中国本土的营销战略····························40 讨论题····························································42 第二篇国际营销环境分析第3章国际营销经济环境 ··················44 全球视角当今世界经济格局发生深刻变化····································44 3.1 世界经济环境分析·······························46 3.2 区域市场环境·······································56 本章小结························································65 关键术语························································65 课后习题························································66 本章讨论案例海尔进入印度尼西亚市场 ···66 讨论题····························································68 第4章国际社会文化环境 ··················69 全球视角肯德基公司“家乡鸡” 香港市场沉浮····························69 4.1 文化的概念及其文化环境的重要性 ····71 4.2 文化的基本要素···································73 4.3 社会文化环境的综合评价···················78 4.4 社会文化环境对国际营销产品的影响·······················································84 本章小结························································86 关键术语························································86 _x00C_ VIII 课后习题························································87 本章讨论案例芭比娃娃的失败营销········87 讨论题····························································89 第5章国际政治法律环境 ··················90 全球视角全球治理困境凸显····················90 5.1 国际政治环境·······································91 5.2 国际法律环境·······································95 本章小结······················································100 关键术语······················································101 课后习题······················································101 本章讨论案例新冠疫情蔓延全球，国际油价“三国杀” 陷负和博弈？··················101 讨论题··························································104 第6章国际营销信息系统和营销调查 ····································105 全球视角麦当劳这么懂客户全因大数据······································105 6.1 国际营销信息系统·····························107 6.2 国际营销调查·····································110 本章小结······················································118 关键术语······················································118 课后习题······················································118 本章讨论案例可口可乐的新口味产品的试验··································119 讨论题··························································119 第三篇国际营销战略第7章国际营销战略规划及其竞争策略 ····································122 全球视角沃尔玛的零售冠军之道··········122 7.1 行业分析及竞争对手分析·················124 7.2 公司层次的战略·································127 7.3 国际营销战略规划过程·····················136 7.4 竞争战略设计及策略设计·················140 本章小结······················································145 关键术语······················································145 课后习题······················································146 本章讨论案例福特潜伏战······················146 讨论题··························································148 第8章国际营销的市场细分与目标市场选择 ·······················149 全球视角宜家的选择······························149 8.1 国际市场的细分·································150 8.2 国际目标市场评估和选择·················155 8.3 进入国际市场方式·····························158 本章小结······················································164 关键术语······················································164 课后习题······················································164 本章讨论案例 Brandless的营销新思维······························165 讨论题··························································167 第9章国际营销的产品差别化和定位 ····································168 全球视角 Costco电商大潮中逆势而起··································168 9.1 国际营销的差别化·····························169 9.2 国际营销的产品定位·························176 本章小结······················································180 关键术语······················································181 课后习题······················································181 本章讨论案例太古集团的产品与服务差别化······························182 讨论题··························································184 _x00C_ IX 第四篇国际营销组合策略第10章国际市场产品策略 ··············186 全球视角苹果公司傲人销售业绩背后的产品营销策略··························186 10.1 国际产品整体概念···························187 10.2 国际产品的调整与适应策略···········189 10.3 国际市场产品生命周期···················198 10.4 国际新产品开发策略·······················203 10.5 国际品牌策略···································210 本章小结······················································218 关键术语······················································219 课后习题······················································219 本章讨论案例时装杀手ZARA，席卷全球··························220 讨论题··························································221 第11章国际市场价格策略 ··············222 全球视角宜家的价格策略······················222 11.1 国际定价的影响因素 ·······················223 11.2 国际定价方法及程序 ·······················227 11.3 国际定价策略 ···································231 11.4 国际市场的价格管理与控制 ···········239 11.5 跨国公司定价策略 ···························244 本章小结······················································250 关键术语······················································250 课后习题······················································251 本章讨论案例铁矿石定价的尴尬··········251 讨论题··························································252 第12章国际市场分销渠道策略 ·······253 全球视角华为公司的分销模式··············253 12.1 国际分销渠道结构···························254 12.2 国际分销渠道成员类型···················258 12.3 国际分销渠道决策···························265 12.4 国际分销渠道管理···························271 本章小结······················································276 关键术语······················································276 课后习题······················································277 本章讨论案例从一块肥皂诞生而来的日化巨头··························277 讨论题··························································279 第13章国际市场促销策略 ··············280 13.1 国际广告策略···································281 13.2 国际市场人员推销策略···················288 13.3 国际市场营业推广策略···················294 13.4 国际营销公共关系策略···················303 本章小结······················································309 关键术语······················································309 课后习题······················································310 本章讨论案例悦诗风吟的组合营销······310 讨论题··························································311 第五篇国际营销的组织与控制第14章国际营销的组织 ·················314 14.1 国际营销组织的演进及其结构类型···················································315 14.2 影响国际营销组织结构的因素·······322 14.3 企业在选择国际营销组织形式时要考虑的主要因素···························323 本章小结······················································325 关键术语······················································325 课后习题······················································326 本章讨论案例 ABB公司的组织结构 ····326 讨论题··························································327 第15章国际营销的控制 ·················328 15.1 国际营销控制的影响因素···············328 _x00C_ 15.2 国际营销控制模式···························330 15.3 国际营销控制的程序·······················332 15.4 国际营销控制的类型·······················333 本章小结······················································343 关键术语······················································343 课后习题······················································344 本章讨论案例麦当劳的营销控制··········345 讨论题··························································346 第六篇国际营销的未来第16章国际营销的数字经济时代：网络、移动和社交媒体营销············348 全球视角汉堡王：“为了皇堡绕路”······································348 16.1 国际市场网络、移动和社交媒体营销的产生与发展···································349 16.2 网络、移动和社交媒体营销的内涵、特点及功能·······································351 16.3 国际市场网络、移动和社交媒体营销的影响···············································358 16.4 国际市场网络、移动和社交媒体营销的策略与方法···································363 本章小结······················································369 关键术语······················································369 课后习题······················································369 本章案例讨论漫威影业的微博营销······370 讨论题··························································371 第17章国际营销展望 ·····················372 17.1 国际营销环境更迭化·······················372 17.2 国际营销观念丰富化·······················377 17.3 国际营销战略层次化·······················385 17.4 国际营销组合策略多元化···············386 17.5 国际营销模式个性化·······················391 17.6 国际营销手段虚拟化·······················394 17.7 国际营销业态数字化·······················395 本章小结······················································396 关键术语······················································397 课后习题······················································397 本章讨论案例腾讯营销··························398 讨论题··························································399 主要参考文献 ····································400 主要参考网站 ····································404

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国际市场营销学(第四版) 作者简介

闫国庆，教授，博士，博士生导师，美国加州州立大学MBA。宁波海上丝绸之路研究院院长、宁波中东欧国家合作研究院院长、宁波市政协常委、民盟宁波市副主委。国j级特色专业、省重点学科负责人。国家精品资源共享课负责人，国j级规划教材《国际市场营销学》主编。主讲《国际贸易理论与政策》《国际市场营销学》等课程。获民盟全国优秀盟员、浙江省高校名师等称号及省（部）、市级奖项十余项。主持国j级项目5项，省部、市级项目30余项；主编或独著出版专著及教材20余部。在国家核心刊物上公开发表学术论文60余篇。

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