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国际商会见索即付保函统一规则 URDG 458 英汉文本2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

国际商会见索即付保函统一规则 URDG 458 英汉文本
  • 段东辉译；国际商会中国国家委员会（ICC CHINA）组织翻译 著
  • 出版社： 北京：中国民主法制出版社
  • ISBN：7800788806
  • 出版时间：2004
  • 标注页数：515页
  • 文件大小：131MB
  • 文件页数：523页
  • 主题词：国际贸易－担保－规则

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图书目录

CHAPTER 1 Foundations of Strategic Marketing Management1

Appendix:A Sample Marketing Plan17

CHAPTER 2 Financial Aspects of Marketing Management33

CHAPTER 3 Marketing Decision Making and Case Analysis51

CHAPTER 4 Opportunity Analysis,Market Segmentation and Market Targeting63

Jones·Blair Company&Roger A. Kerin75

eBay's Globalization Strategy&Janet Fieldstein,Antonio Davila,and George Foster85

Camar Automotive Hoist&Gordon H.G. McDougall103

Vector Marketing Corporation:Growth Drivers&Robert A. Peterson112

CHAPTER 5 Product and Service Strategy and Brand Management129

Dr Pepper/Seven Up,Inc.:Squirt？ Brand&Roger A. Kerin143

Soft and Silky Shaving Gel&Roger A. Kerin163

Perpetual Care Hospital:Downtown Health Clinic&Roger A. Kerin171

Frito Lay Company:Cracker Jack&Roger A. Kerin182

Swisher Mower and Machine Company:Evaluating a Private Brand Opportunity&Roger A. Kerin and Wayne Swisher208

CHAPTER 6 Integrated Marketing Communication Strategy and Management221

Carrington Furniture,Inc.(A)&Roger A. Kerin233

Carrington Furniture,Inc.(B)&Roger A. Kerin244

Drypers Corporation:National Television Advertising Campaign&Roger A. Kerin247

Craft Marine Corporation&Roger A. Kerin and Robert A. Peterson256

Make-Up Art Cosmetics(M.A.C)Ltd.&Vic Casale and John S. Hulland263

CHAPTER 7 Marketing Channel Strategy and Management277

Gateway,Inc.&Roger A. Kerin289

Golf Logix:Measuring the Game of Golf&John T. Gourville and Jerry N. Conover303

Masterton Carpet Mills,Inc.&Roger A. Kerin325

CHAPTER 8 Pricing Strategy and Management333

Southwest Airlines&Roger A. Kerin343

Superior Supermarkets:Everyday Low Pricing&Roger A. Kerin363

Texas Instruments:Global Pricing in the Semiconductor Industry&Per V. Jenster,B. Jaworski,and Michael Stanford375

CHAPTER 9 Marketing Strategy Reformulation:The Control Process385

Affiniscape,Inc.&Robert A. Peterson394

Pharmacia ＆ Upjohn,Inc.:Rogaine Hair Regrowth Treatment&Roger A. Kerin401

The Circle K Corporation&Roger A. Kerin418

Macon Museum of Art&Roger A. Kerin429

CHAPTER 10 Comprehensive Marketing Programs439

Nintendo:The Launch of Game Boy Color&Robert Fisher and Adrian Ryans444

Show Circuit Frozen Dog Dinner&Roger A. Kerin456

Unilever Canada:Becel Margarine&Phil Connell and Peggy Cunningham467

CIMA Mountaineering,Inc.&Lawrence M. Lamont479

Blair Water Purifiers India&James E. Nelson496

APPENDIX:Glossary of Selected Marketing Terms and Concepts511

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