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Marketingmanagement

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Marketingmanagement
Contents

Part I : Overview of world business

1. Nature of International Marketing : Challenges and Opportunities

2. Trade Theories and Economic Development

3. Trade Distorations and Marketing Barriers

Part II : World market environment

4. Political Environment

5. Legal Environment

6. Culture

7. Consumer Behaviour in the International Context

Part III : planning for international marketing

8. Marketing Research and Information System

9. Marketing Analysis and Foreign Market Entry Strategies

Part IV : international marketing decisions

10. Product Strategies : Basic Decisions & Product Planning

11. Product Strategies : Branding and Packaging Decisions

12. Distribution Strategies : Channels of Distribution

13. Distribution Strategies : Physical Distribution & Documentation

14. Promotion Strategies : Personal Selling, Publicity & Sales Promotion

15. Promotion Strategies : Advertising

16. Pricing Strategies

Part V : Special topics : financial environment and decisions

17. Sources of Financing and International Money Markets

18. Currencies and Foreign Exchange

Ebook được sưu tầm và biên soạn bởi Dat Tai Nguyen .Các bạn có thể tìm và Download tại : http://vietnam-blogger.com

PhÇn I

Tæng quan vÒ th­¬ng m¹i quèc tÕ

1. Nguån gèc cña Marketing quèc tÕ : C¬ héi vµ th¸ch thøc

Minh ho¹ vÒ Marketing : Sù ph¸t sinh viÖc ®a quèc tÞch ho¸ c¸c tËp ®oµn.

Kh¸c nhiÒu c«ng ty cña Mü, kh«ng chñ ®Ých ho¹t ®éng kinh doanh ë n­íc ngoµi, Beatrice Foods – mét c«ng ty thùc phÈm vµ s¶n phÈm tiªu dïng lín thø 2 ë Mü ®· tù nhËn m×nh lµ mét doanh nghiÖp quèc tÕ mµ trong ®ã Mü lµ mét trong c¸c thÞ tr­êng c«ng ty ®ang ho¹t ®éng. Mong muèn trë thµnh c«ng ty ®øng ®Çu thÕ giíi nh­ tËp ®oµn Nestle.A cña Thôy SÜ. C«ng ty Beatrice ®· nhËn ra ®iÒu tÊt yÕu r»ng nÕu lµ mét ph¸p nh©n Mü ho¹t ®éng theo luËt ph¸p Mü th× sÏ
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