国际市场营销英语PDF电子书下载

Part Ⅰ Environments of Global Marketing 1

Unit 1 Introduction to Global Marketing 3

Unit 2 The Global Environment of International Marketing 20

Part Ⅱ Global Marketing Strategy 37

Unit 3 Global Information Systems and Marketing Research 39

Unit 4 Global Market Segmentation,Target Market and Market Position 55

Unit 5 Global Market Competition and Market Entry Mode 68

Unit 6 Global Marketing Management:Planning and Organization—Leading,Organizing and Controlling 98

Part Ⅲ Global Considerations of the Marketing Mix 115

Unit 7 Products and Services for Consumers 117

Unit 8 Pricing Decision for International Markets 136

Unit 9 International Marketing Channels Decision 150

Unit 10 Integrated Marketing Communications 161

Reference 179