| 作 者： | 泰勒·W 米洛安 约翰·L 格雷厄姆 |
| 出版社： | 机械工业出版社 |
| 丛编项： | 世界经济管理文库 MBA专业精品教材 市场营销专业 |
| 版权说明： | 本书为公共版权或经版权方授权，请支持正版图书 |
| 标 签： | MBA |
| ISBN | 出版时间 | 包装 | 开本 | 页数 | 字数 |
|---|---|---|---|---|---|
| 未知 | 暂无 | 暂无 | 未知 | 0 | 暂无 |
PART I INTRODUCTION
1.Taylor W.Meloan,"Internationnal and Global Marketin:An Overview."
2.Theodore Levitt,"The Globalization of Markets."Harvard Business Review(May/June 1983)
3.Susan P.Douglas and Yoram Wind,"The Myth of Globalization"Columbia Journal of world Business(Winter 1987)
4.William B.Werther,Jr."Toward Global Convergence,"Business Horizons(January-February 1996)
5.Christopher A.Bartlett and Sumantra Ghoshal,"What Is a Global Manager?"Harvard Business Review(September-October 1992)
6.Edward T.Hall,"The Silent Language in Overseas Business,"Harvard Business Reveiw(May-June 1960)
7.David A,Ricks,"How to Avoid Business Blunders Abroad,"Business(April 1984)
8.John L.Graham,"The Imporance of Culture in International Business"
9.Gordon Redding,"The Implications of Other Forms of Capitalism"Asia
10.Johnk K.Johansson and Massaki Hirano."Japanese Marketin if the Post-Bubble Era,"The International Executive(January-February)
PART 11 THE ENVIRONMENT OF INTERNATIONAL AND GLOBAL MARKETING
11.Salil S.Pitoda,"From GATT TO WTO,"Harvard International Review
12.Peggy E.Chaudhry and Michael G.
13.Earl Naumann and Douglas J.Lincoln,"Nontariff Barriers and Entry Strategy"
PART III INTERANTIONAL AND GLOBAL MARKETING STRATEGIES
14.George S.Yip,"Global Srtartegy as a Factor in Japanese Success"
15.Carl F.Fey,"Success Strategies for Russian-Foreign Joint Ventures"
16.Kathryn Rudie Harrigan,"Why Joint Ventures Fail",Esia Business Review
INTERNATIONAL AND GLOBAL MARKETING OPERATIONS
17.Michael R.Czinkota and Msadaki kotabe
18.Christopher H.Lovelock and George S.Yip,"Developng Global Strategies"
19.Tom Reilly,"The Harmonization of Standards in the European Union and Impact on U.S.Businesses,Business Horizons"
20.Bruce Leeds,"The Roller Coaster Ride to Global Satellite Marketin"
Promotional Strategies
……
Pricing Issues
Distribution Strategies
ETHICAL ISSUES
PART VI SELECTED CASES AND A DECISION SIMULATION
