- 作 者：（英）伊斯贝尔·杜尔（Isobel Doole），（英）罗宾·劳尔（Robin Lowe），（英）克利斯·菲利普斯（Chris Phillips）著
- 出 版 社：沈阳：东北财经大学出版社
- 出版年份：1998
- ISBN：7810442376
- 标注页数：508 页
- PDF页数：528 页
请阅读订购服务说明与试读!
订购服务说明
1、本站所有的书默认都是PDF格式，该格式图书只能阅读和打印，不能再次编辑。
2、除分上下册或者多册的情况下，一般PDF页数一定要大于标注页数才建议下单购买。【本资源528 ≥508页】
图书下载及付费说明
1、所有的电子图书为PDF格式，支持电脑、手机、平板等各类电子设备阅读；可以任意拷贝文件到不同的阅读设备里进行阅读。
2、电子图书在提交订单后一般半小时内处理完成,最晚48小时内处理完成。(非工作日购买会延迟)
3、所有的电子图书都是原书直接扫描方式制作而成。
CONTENTS 1
PartI: Ana1ysis 5
Introduction 5
Chapter1 An introduction to international marketing 7
What is international marketing 7
Illustrations 9
1．1 Brand of hope 9
1．2 Will UK brands swallowed whole？ 10
Tables 11
1．1 Top twenty exporters In the UK，1992 11
List of figures，tables and illustrations Figures 12
1．1 Currents and cross－currents motivating International markets 12
1．2 The marketing process 13
The international marketing environment 16
1．3 Food conventions 17
1．4 Pilsner goes international 18
The internationslisation process 22
1．5 RTKL moves overseas to avoid recession 23
1．6 Le marketing comes to the French wine industry 25
1．3 The Internatlonalisation process 28
1．4 The multilateral aspects of internatlonallisation 30
International marketing practice 31
1．7 sheridan's global success 36
1．5 The International marketing decision sequence 37
1．8 Bronx-born ice－cream hits Europe 40
World trading patterns 43
Chapter 2 The international trading environment 43
2．1 Comparative growth rates in International trade and output 44
2．1 International growth：annual percentage change in GDP and world trade volume 45
2．2 DIStribution of international trade in goods(1993) 46
2．2 International balance of payments：current account 47
2．3 Changing composition of world trade in merchandise 48
2．4 major exporters of services 49
Reasons countries trade 49
2．5 Incentives for foreign investors in South East Asia 51
2．3 The product life cycle in International trade 53
2．1 The rise of the newly industrialised economies: Singapore 54
2．2 The theory of production--sharing 55
Barriers to World trade 56
2．4 Tariff and non-tariff barriers 57
2．6 Overt protection of home-produced goods 58
The development 0f world institutions to foster international trade 62
2．7 Main types of trade associations 65
The development 0f world trading groups 67