Chapter 1 Introduction
Part Ⅰ What Is International Marketing?
Part Ⅱ
Passage 1 Challenges in International Marketing
Passage 2 Localization
Background Information Smart Globalization
BBS
Chapter 2 International Marketing and Multinational Corporations
Part Ⅰ Multinational Corporation.
Part Ⅱ
Passage 1 The Growth of International Marketing
Passage 2 Global Village
Background Information The Place to Be
BBS
Chapter 3 International Marketing Environment Analysis
Part Ⅰ International Marketing Environment
Part Ⅱ
Passage 1 Website Loses Legal Fight Over MP3 Download
Passage 2 Keeping Companies Honest
Background Information How to Research the Marketing Environment
BBS
Chapter 4 International Market Research
Part Ⅰ Why International Market Research
Part Ⅱ
Passage 1 How to Design Questionnaire
Passage 2 Do Online Surveys Get More Extreme Answers?
Background Information Types of Market Reports
BBS
Chapter 5 Product Strategy in International Marketing
Part Ⅰ Product and Product Strategy
Part Ⅱ
Passage 1 Crossover Is the Future of Car Design
Passage 2 Home Appliances Producer: Electrolux
Background Information Case-Product Strategy of Bull
BBS
Chapter 6 Distribution
Part Ⅰ Distribution : Channels, Tactics and Its International Variations
Part Ⅱ
Passage 1 Case Study: Remedy for Japan Distribution Problem
Passage 2 An Introduction to SCM (Supply Chain Management)
Background Information The 10 Commandments of Networking
BBS
Chapter 7 Pricing Strategy in International Marketing
Part Ⅰ Pricing Concepts and Strategies
Part Ⅱ
Passage 1 Dumping a Heavy Cost on Wood
Passage 2 Overseas TV Brands Join Pricing War
Background Information Pricing for Profit
BBS
Chapter 8 Promotion Strategy
Part Ⅰ Promotion Applied in International Marketplace
Part Ⅱ
Passage 1 Pull and Push in Marketing
Passage 2 How to Do Export Promotion?
Background Information Great Gift Marketing Ideas
BBS
Chapter 9 Internet Marketing
Part Ⅰ Internet and Marketing Strategy
Part Ⅱ
Passage 1 Internet's Impact on the Marketing Mix
Passage 2 Privacy and Security Issues for Online Commerce
Background Information International Online Business: Think Globally, Act Locally
BS
Chapter 10 Cross-cultural Communication and International
Marketing
Part Ⅰ Cultural Differences Among Different Nations
Part Ⅱ
Passage 1 Lenovo's in an Olympic Mood Now
Passage 2 Names Have Coffee Chain Steamed Up
Background Information Global Marketing Gaffes
BBS
Chapter 11 Marketing and Social Responsibility
Part Ⅰ Social Responsibility and Ethics in Marketing
Part Ⅱ
Passage 1 CSR Case: Starbucks Coffee Co
Passage 2 An Introduction to Green Marketing
Background Information Mind Your Business
BBS
Chapter 12 Career in Marketing
Part Ⅰ Career in Marketing
Part Ⅱ
Passage 1 Marketing Yourself
Passage 2 Paving the Way for New Staff Members
Background Information Career in Marketing-We Will Train
附录部分练习参考答案
参考书目
缺书网
扫码进群