Reference: | 中文部份 陳正男,國際行銷學,台北:三民書局,民國八十年。 李蘭甫,國際企業論,台北:三民書局,民國八十三年。 鐘朝宏,國際行銷管理,台北:華泰書局,民國七十六年。 施雲寶,我國外銷廠商國際促銷策略之研究,台大商學所未出版碩士論文, 民國七十二年。
英文部份 Abratt, Russell and Anley, Joy M.," The Promotions Mix Pratices of Retail Pharmacies: Toward an Appropriation Model," International Journal of Advertising, 1994, Vol.13, pp.367-377. Belch, G.E. and Belch, M.A., Introduction to Advertising and Promotion Management, Homewood, III: Richard D. Irwin, 1990. Belk, R.W. and Pollay, W.," Materialism and Status Appeals in Japanese .and US Print Advertising," International "Marketing Review, 1985, Vol.2, pp.38-47. Berman, B. and Evans, J.R., Retail Management: A Strategic Approach, New York: Macmillan, 1986. Berneman, c.," Has NZ contracted promotion-itis?," Marketing Magazine, 1990, Sep., p.62. Bilkey, Warren J. and Nes, Erik, "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, 1982, Vol.13, No.1, pp.89-99. Boddewyn, Jean J. and Leardi, Monica," Sales Promotions: Pratice, Regulation and Self-Regulation Around the World," International Journal of Advertising, 1989, Vo1.8, pp.363-374. Boyd, H.W. and Ray, M.L. and Strong, E. C.," An Attitudinal Framework for Advertising Strategy," Journal of Marketing, 1972, Vo1.36, pp.27-33. Bush, R.P. and Hair, J.F. and Ortinan, D.J.," Developing A Behavior-Based Scale to Asses Retail Salesperson Performance," Journal of Retailing, 1990, Vol.66, pp.119-136. Cateora, Philip R. and Hess, John M., International Marketing, Homeword I,Richard D. Irwin, 1971. Churchill, Gilbert A., Jr.," A Paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research, 1979, Vol.16, pp.64-73. Cho, Dong-Sung and Choi, Jinah and Yi, Youjae," International Advertising Strategies by NIC Multinationals: The Case of a Korean Firm," International Journal of Advertising, 1994, Vol.13, pp.77-92. Czinkota, IVI.R. and Ronkainen, LA., International Marketing, the Dryden Press, 1988, pp.251-263. Douglas, S.P. and Craig, C.S.," Advances in International Marketing," International Journal of Research in Marketing, 1992, Vo1.9, pp.291-318. Davis, G." Retailer advertising strategies," International Journal of Advertising, 1991, Vo1.10, pp.189-203. Engel, J.F. and Warshaw, M.R. and Kinnear, J.C., Promotional Strategy, Homewood, Illinois: Irwin, 1987. Green, Robert T. and Langeard, Eric," A Cross-National Comparison of Consumer Habits and Innovator Characteristies," Journal of Marketing, 1975, Vo1.39, pp.34-41. Haar, Jerry and Marta, Qrtiz-Buonafina," The Internationlization Process and Marketing Activities: The Case of Brazilian Export Firms," Journal of Business Research, 1995, V01.32, pp.175-181. Han,C. Ming and Terpstra, Vern," Country-of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, 1988, Vo1.19, No.2, pp.235-256. Hill, John S. and Boya, Unal O. ," Consumer Goods Promotions in Developing Countries: An Emprical Study," International Journal of Advertising, 1987, Vo1.6, pp.249-264. Javalgi, Rajshekhar and Culter, Bob D. and White, D. Steven," Print Advertising in the Pacific Basin: An Emprical Investigation," International IVlarketing Review, 1994, Vol. 11, No.6, pp.48-64. Jefkins, F. Public Relations for Marketing Management, London: Macmillan, 1992. Kale, S.H.," Culture-Specific Management Communications: An Analytical Approach," Internationall`flarketing Review, 1991, Vo1.8, No.2, pp.18-30. Kanso, Ali," International Advertising Strategies: Global Commitment To Local Vision," Journal of Advertising Research, 1992, Jan./Feb., pp.l0-14. Keegan, W.J., Global Marketing Management, N.J. Prentice-Hall, 1989, pp.44-48. Kolter, Philip, Marketing Management Analysis, Planning, Implemention, and Control 7th ed., 1994. Livingstone J.M., International Marketing, The Macmillan Press, 1976. Malony, John C.,"Attitude Measurement and Formation," paper presented at the AMA Test Marketing Workshop, 1966. Massey, A.," Free ... and easy!," Marketing Business, 1992, March, pp.36-39. Meyer, E.," Sampling Builds better business," Advertising Age, 1982, July. McCarthy, E.J., Basic Marketing: A Managerial Approach, Von Hoffmann Press, 1990, pp.377-383. McGuinness, Dalton and Brennan, Mike and Gendal1, Philip," The Effect of Product Sampling and Couponing on Purchase Behavior: Some Empirical Evidence," International Journal of Advertising, 1995, VoI.I4, pp.219-230. Moynahan, John K.," Salary Plus Commission, Despite Drawbacks, Is Its Right for Some Situation," Sales and Marketing Management, 1983, VoI.130, pp.l06-108. Weitz, B.A.," Effectiveness in Sales Interactions: A Contingency Framework," Journal of :Marketing, 1981, Vo1.45, pp.85-103. Miracle, G.E.," An Assessment of Progress in Research on International Advertising," Current Issues & Research in Advertising 1984, 1984, pp.135-166. McNeal, James V., Reading III Promotion Management, Appletion-Century Croft, 1966, p.6. Perry, Michael, Dov Izraeli, and Arnon Perry," Image Change as a Result of Advertising," Journal of Advertising Research, 1976, Vo1.16, No.1, pp.45-50. Pollay, R. W. and Tse, D.K. and Wan, Zheng-Yuan," Advertising, Propaganda, and Value Change in Economic Development: The New Culture Revolution in China and Attitudes Toward Advertising," Journal of Business Research, 1990, Vo1.20, pp.83-95. Pride, W.M. and Ferrell, O.C., Marketing, Boston: Houghton :Mifflin, 1991. Reierson, Curtis c.," Attitude Changes Toward Foreign Products," Journal of Marketing Research, 1967, Vol.4, No.4, pp.385-387. Richs, D.A. and Arpan, J.S. and Fu, M.Y.," Pitfalls in Advertising Overseas," Journal of Advertising Research, 1974, Vo1.14, ppA7-51. - 108 - Root, F.R., Toward and Enterprise Theory of International Marketing, Boston, Allyn Bacon Inc., 1971. Rossiter, J.R. and Percy, L., Advertising and Promotion Management, New York: McGraw-Hill, 1987. Ryan, Jr. and John K. And Victoria Berger," Use of Advertising to Improve MNC`s Overseas Image," Journal of Advertising, 1978, Vo1.7, No.3, pp.40-47. Schultz, D.E. and Robinson, W.A., Sales Promotion Essentials, Chicago, 111; Crain Communications Inc., 1982. Schimp, T.A. , Promotion Management and Marketing Communications 2nd ed., Orlando, Fl: Holt, Rinehart & Winston Inc., 1989. Stewart, Sally and Campbell, Nigel," Advertising in China and Hong Kong: A Preliminary Attempt at Some Comparisons of Style," International Journal of Advertising, 1988, Vo1.7, pp.149-154. Terpstra, V., International Marketing 3rd ed., Holt-Saunders International Edi, 1983. Walker, O.C., G.A. Chunchill, Jr. and N.M. Ford," Where Do We Go From Here? Selected Conceptual and Empirical Issues Concerning the Motivation and Performance of the Industrial Salesforce," Critical Issues in Sales Management: State-of-the-Art and Future Research Needs, Eugene, OR: University of Oregon, 1979, pp.l0-75. |