国际营销(英文版第18版高等学校经济管理类双语教学课程用书)/国际商务经典丛书

本书是英文影印版图书，原著是美国资深营销学 者菲利普·凯特奥拉教授领衔撰写的一本经典的国际 营销著作。从第1版到第18版，历经半个世纪的修订和 充实，该书框架体系完善，内容丰富多彩。 中国人民大学出版社先后引进出版的该书第12版 、第14版、第16版英文版，受到国内读者的广泛关注 和好评，被许多高校选为“国际营销”双语课程或全 英文课程指定用书。 本书突出营销环境尤其是文化因素对国际营销的 影响，重点阐述了适用于大多数国家和地区的国际营 销分析框架。第18版在保留已有特色的基础上，更强 调国际营销面临的新变化和新问题，对各章正文、数 据、图表、案例做了全面更新，吸纳了100多篇最新学 术论文的成果。 本书非常适合作为我国高校相关专业本科生、研 究生、MBA、国际商务硕士的教学用书，也适合企业管 理人员自学及培训使用。

Part One An Overview 1 The Scope and Challenge of International Marketing 2 The Dynamic Environment of International Marketing Part Two The Cultural Environment of Global Markets 3 History and Geography: The Foundations of Culture 4 Cultural Dynamics in Assessing Global Markets 5 Culture, Management Style, and Business Systems 6 The Political Environment: A Critical Concern 7 The International Legal Environment: Playing by the Rules Part Three Global Marketing Research and Management 8 Developing a Global Vision through Marketing Research 9 Economic Development and Big Emerging Markets 10 Global Marketing Management: Planning and Organization Part Four Developing Global Marketing Strategies 11 Products and Services for Consumers 12 Products and Services for Businesses 13 International Marketing Channels 14 Integrated Marketing Communications and International Advertising 15 Personal Selling and Sales Management 16 Pricing for International Markets Part Five Supplementary Material THE COUNTRY NOTEBOOK-A Guide for Developing a Marketing Plan Glossary