国际市场营销学（原书第15版）教学课件作者（美）菲利普R.凯特奥拉(PhilipR.CateorChap001课件.pptVIP

Textbook’s Orientation An environmental/cultural approach to international strategic marketing Aim is to demonstrate the unique problems of international marketing Attempts to relate the foreign environment to the marketing process and to illustrate the many ways in which culture can influence the marketing task Roy Philip 1-* Foreign Policy’s Global Top 20 Exhibit 1.4 Roy Philip 1-* Summary (1 of 2) It is imperative for firms to pay attention to the global environment in the wake of intense globalization of markets and competition. The difference between domestic marketing and intern