国际营销PDF电子书下载

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Chapter 1：MARKETING BASICS 1

Chapter 2：ELEMENTS OF THE MARKETPLACE 9

Chapter 3：THE DIMENSIONS OF INTERNATIONAL MARKETING 15

Chapter 4：INTERNATIONAL TRADE 21

Chapter 5：THE ROLE OF GOVERNMENTS 25

Chapter 6：THE ROLE OF CULTURAL FORCES 36

Chapter 7：DEVELOPING PRODUCTS FOR THE FOREIGN MARKET 54

Chapter 8：MARKET RESEARCH 64

Chapter 9：PREPARING FOR MARKET ENTRY 80

Chapter 10：DEVELOPING DISTRIBUTION 111

Chapter 11：ADVERTISING AND PROMOTIONS 124

Chapter 12：MAKING CONTACT:DIFFERENT PRODUCTS AND PROMOTIONS 137

Chapter 13：STAFFING THE NEW MARKET 144

Chapter 14：EVALUATING PERFORMANCE 158

Chapter 15：THE MARKETING PLAN 164

Chapter 16：THE MARKETING AUDIT 169

Chapter 17：GLOSSARY 174

Chapter 18：RESOURCES 185

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