《国际市场营销学（双语）》课程教学大纲 一、课程基本信息 课程代码：16134003 课程名称：国际市场营销学（双语） 英文名称：International Marketing 课程类别：专业必修课 时：48 学 分：3 适用对象：国际贸易本科学士 老核方式：考试 先修课程：国际贸易 二、课程简介 As global economic growth occurs,understanding marketing in all cultures is increasingly important.This course is a theoretical and practical course,in the interpretation of the basic theory of marketing at the same time,combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers,regardless of the extent of their international involvement.Not all firms engaged in overseas marketing have a global perspective,nor do they need to It is with this future that the sixteenth edition of International Marketing is concerned Emphasis is on the strategic implications of competition in different country markets.An environmentalcultural approach to international marketing permits a truly global orientation.The text is designed to stimulate curiosity about management practices of companies,large and small,seeking market opportunities outside the home country and to raise the reader's consciousness about the importance of viewing international marketing management strategies from a global perspective.Although this revised edition is infused throughout with a global orientation,export marketing and the operations of smaller companies are also included.Issues specife to exporting are discussed where strategies applicable to exporting arise,and examples of marketing practices of smaller companies are examined 1 《国际市场营销学（双语）》课程教学大纲 一、课程基本信息 课程代码：16134003 课程名称：国际市场营销学（双语） 英文名称：International Marketing 课程类别：专业必修课 学 时：48 学 分：3 适用对象：国际贸易本科学士 考核方式：考试 先修课程：国际贸易 二、课程简介 As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course is a theoretical and practical course, in the interpretation of the basic theory of marketing at the same time, combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Not all firms engaged in overseas marketing have a global perspective, nor do they need to. It is with this future that the sixteenth edition of International Marketing is concerned. Emphasis is on the strategic implications of competition in different country markets. An environmental∕cultural approach to international marketing permits a truly global orientation. The text is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside the home country and to raise the reader’s consciousness about the importance of viewing international marketing management strategies from a global perspective. Although this revised edition is infused throughout with a global orientation, export marketing and the operations of smaller companies are also included. Issues specifc to exporting are discussed where strategies applicable to exporting arise, and examples of marketing practices of smaller companies are examined