《全球营销管理》求取 ⇩
作者 | Warren J.Keegan 编者 |
---|---|
出版 | 北京:清华大学出版社 |
参考页数 | 828 ✅ 真实服务 非骗流量 ❤️ |
出版时间 | 1997(求助前请核对) 目录预览 |
ISBN号 | 7302024952 — 违规投诉 / 求助条款 |
PDF编号 | 87528868(学习资料 勿作它用) |
求助格式 | 扫描PDF(若分多册发行,每次仅能受理1册) |
PART ONE: A CONCEPTUAL OVERVIEW1
OneIntroduction to Global Marketing2
MARKETING: A UNIVERSAL DISCIPLINE4
FROM DOMESTIC TO GLOBAL/TRANSNATIONAL MARKETING9
THE THEORY OF THE CASE11
DRIVING AND RESTRAINING FORCES14
UNDERLYING FORCES OF INTERNATIONAL BUSINESS19
OUTLINE OF THIS BOOK26
CONCLUSION26
Two Global Marketing Planning28
KEY CONCEPTS29
CORPORATION: A DYNAMIC TYPOLOGY43
REQUIREMENTS FOR A SUCCESSFUL GLOBAL MARKETING PLAN54
Cases Which Company Is Transnational65
Euro Disney in Trouble67
PART TWO: THE GLOBAL MARKETING ENVIRONMENT74
Three Economic Environment76
THE WORLD ECONOMY--AN OVERVIEW77
ECONOMIC SYSTEMS80
MARKET DEVELOPMENT82
CONSUMPTION PATTERNS98
BALANCE OF PAYMENTS100
TRADE PATTERNS103
MATIONAL CONTROLS OF INTERNATIONAL TRANSFERS111
THE GLOBAL ENVIRONMENT113
FourSocial and Cultural Environments117
BASIC ASPECTS OF CULTURE118
ANALYTICAL APPROACHES TO CULTURAL FACTORS122
NEGOTIATIONS: CROSS CULTURAL CHALLENGES133
INDUSTRIAL PRODUCTS134
CONSUMER PRODUCTS139
NATIONALISM142
CROS-CULTURAL COMPILATIONS AND SUGGESTED SOLUTIONS143
Five Legal and Regulatory Environment150
INTERNATIONAL LAW151
NATION--STATES AND SOVEREIGNTY152
REGIONAL ORGANIZATIONS: THE EU EXAMPLE154
CONFLICT RESOLUTION, DISPUTE SETTLEMENT AND LITIGATION155
RELEVANT BUSINESS ISSUES158
LICENSING166
Examples168
ANTITRUST168
BRIBERY AND CORRUPTION168
REGULATORY AGENCIES172
Six Foreign Exchange and Financial Decisions175
A BRIEF HISTORY OF THE INTERNATIONAL FINANCIAL SYSTEM177
FOREIGN EXCHANGE180
BUSINESS IMPLICATIONS OF EXCHANGE RATE FLUCTUATIONS188
MANAGING EXCHANGE RATE EXPOSURE191
Cases Club Med, Inc The Special Challenge of Growth199
Fried Chicken in Japan210
PART THREE: TARGETING GLOBAL MARKETS225
Seven Global Marketing Information Systems and Research225
ELEMENTS OF A GLOBAL INFORMATION SYSTEM226
SOURCES OF INFORMATION230
MARKETING RESEARCH234
ANALYTICAL TECHNIQUES FOR RESEARCHING INTERNATIONAL MARKETS243
HEADQUARTERS CONTROL OF GLOBAL MARKETING RESEARCH250
Eight Global Segmentation,Targeting, and Positioning257
GLOBAL MARKET SEGMENTATION258
GLOBAL PRODUCT POSITIONING268
WORLD MARKETS270
MARKETING IN LESS DEVELOPED COUNTRIES294
Cases Choufont-Salva,Inc.296
Swatch Watch U.S.A.: Creative Marketing Strategy313
PART FOUR: FORMULATING GLOBAL MARKETING STRATEGY325
Nine Sourcing Decisions and the Value Chain325
THE SOURCING CHALLENGE326
THE VALUE SYSTEM329
THE VALUE CHAIN AND THREE STRATEGIC ROLES OF GLOBAL MARKETING331
SOURCING AND THE TRADE CYCLE331
DECISION CRITERIA332
SOURCING STRATEGY ALTERNATIVES339
Ten Strategy Alternatives for Global Market Expansion348
GLOBAL ENTRY AND EXPANSION: MARKETING AND VALUE CHAIN MANAGEMENT ISSUES349
EXPORTING351
LICENSING353
JOINT VENTURES355
OWNERSHIP357
MARKET EXPANSION STRATEGIES359
MARKET POSITION--A STRATEGIC GUIDE359
MARKETING STRATEGIES OF U.S., EUROPEAN,AND JAPANESE MULTINATIONAL SUBSIDIARIES360
ALTERNATIVE STRATEGIES: STAGES OF DEVELOPMENT MODEL361
Eleven Competitive Analysis and Strategy369
INDUSTRY ANALYSIS: FORCES NFLUENCING COMPETITION370
COMPETITIVE ADVANTAGE374
GLOBAL COMPETITION AND NATIONAL COMPETITIVE ADVANTAGE382
Twelve Cooperative Strategies and Global Strategic Parnerships395
REASONS TO COLLABORATE IN GLOBAL STRATEGIC PARTNERSHIPS396
ADVANTAGES OF GOING IT ALONE397
THE NATURE OF GLOBAL STRATEGIC PARWERSHIPS398
SUCCESS FACTORS401
COOPERATIVE STRATEGIES IN JAPAN: KEIRE:TSU406
INTERNATIONAL PARTNERSHIPS410
COOPERATIVE STRATEGIES IN THE UNITED STATES: TARGETING THE DIGITAL FUTURE412
BEYOND STRATEGIC ALLIANCES414
Cases Metro Corporation: Teehnology Licensing Negotiation420
Odysseus, Inc. (The Decision to Go I"International")427
Global Competition--Motorcycles, 1955-1985440
Harley-Davidson Motor Co.,Inc.: Defending a Piece of the Domestic Pie455
Thirteen Product Decisions475
BASIC CONCEPTS477
FIVF PRODUCT CHARACTERISTICS479
GLOBAL BRANDS480
Bibliography Appendix 1:Trade Terms Appendix 2:Section482
PRODUCT SATURATION LEVELS IN GLOBAL MARKETS482
pRODUCT DESIGN483
ATTITUDES TOWARD FOREIGN PRODUCTS486
GEOGRAPHIC EXPANSION--STRATEGIC AlTERNATIVES489
NEW PRODUCTS IN GLOBAL MARKETING497
Fourteen Pricing Decisions506
GLOBAL PRICING STRATEGIES509
ENVIRONMENTAL INFLUENCES ON PRICING DECISIONS518
TRANSFER PRICING521
GLOBAL PRICING:THREE POLICY ALTERNATIVES526
Fifteen Channel Decisions534
CHANNEL OBJECTIVES AND CONSTRAINTS536
CHANNEL TERMINOLOGY541
CHANNEL STRUCTURE542
CHANNELS IN LESS DEVELOPED COUNTRIES546
INTERNATIONAL CHANNEL INNOVATION547
CHANNEL STRATEGY FOR NEW MARKET ENTRY548
CASE EXAMPLE:JAPAN549
Sixteen Global Marketing Communications Decisions: Advertising553
GLOBAL ADVERTISING AND BRANDING554
ADVERTISING AND STAGES OF ECONOMIC DEVELOPMENT558
GLOBAL ADVERTISING CONTENT:THE "EXTENSION" VERSUS "ADAPTATION" DEBATE559
ADVERTISING APPEALS AND PRODUCT CHARACTERISTICS561
CREATING ADVERTISING563
GLOBAL MEDIA DECISIONS566
Seventeen Exporting and Importing579
ORGANIZATIONAL EXPORT ACTIVITIES581
NATIONAL POLICIES GOVERNING EXPORTS AND IMPORTS582
THE DECISION TO INVESTIGATE EXPORT MARKETS589
CHOOSING EXPORT MARKETS590
MARKET ACCESS CONSIDERATIONS594
EXPORT ORGANIZATION Ⅰ: MANUFACTURER'S COUNTRY599
EXPORT ORGANIZATION Ⅱ: MARKET COUNTRY600
EXPORT FINANCING/METHODS OF PAYMENT602
BARTER AND COUNTERTRADE603
Cases Grasse Fragrances SA630
Hot Shot to Japan: An International Marketing Case Study642
Ito-Yokado Company651
Interaction675
A.S.Norlight691
Considers International Marketing Opportunities698
Eighteen Leading, Organizing,and Controlling the Global Marketing Effort722
LEADERSHIP723
ORGANIZATION725
GLOBAL MARKETING MANAGEMENT CONTROL744
Nineteen The Future of Global Marketing764
THE CHANGING WORLD ECONOMY765
GLOBAL CORPORATIONS IN THE EVOLVING INTERNATIONAI FCONOMIC ORDER768
Cases Parker Pen Co.(A):International Marketing Strategy Review780
Parker Pen Co.(B): Parker Coes Global785
Parker Pen Co.(C):An Interview with Dr. Dennis Thomas790
The Publishing Revolution:A View from the Inside796
Index807
1997《全球营销管理》由于是年代较久的资料都绝版了,几乎不可能购买到实物。如果大家为了学习确实需要,可向博主求助其电子版PDF文件(由Warren J.Keegan 1997 北京:清华大学出版社 出版的版本) 。对合法合规的求助,我会当即受理并将下载地址发送给你。
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