前言（Preface） 1
Lesson 1 Where Do We Go From Here? 1
Lesson 2 The Power of the Well-Managed Database(Ⅰ) 11
Lesson 3 The Power of the Well-Managed Database(Ⅱ) 21
Lesson 4 Yes，the Markets Do Go Down 30
Lesson 5 Paradoxical Thinking and Creativity 40
Lesson 6 Pricing: Part Art，Part Science 51
Lesson 7 Brand Strategies and Consumer Behaviour 63
Lesson 8 Creating A Sales Force To Be Reckoned With 75
Lesson 9 When Do Commercials Boost Sales? 86
Lesson 10 Technologies Can Take Off Fast 97
Lesson 11 The World Economy on the Edge(Ⅰ) 108
Lesson 12 The World Economy on the Edge(Ⅱ) 118
Lesson 13 Changing the Rules of the Marketing Game(Ⅰ) 132
Lesson 14 Changing the Rules of the Marketing Game(Ⅱ) 142
Lesson 15 Choosing Where to Go Global: How to Prioritise Markets 152
Lesson 16 Competitive Strategy in the Information Age 163
Lesson 17 So the Elephants Danced(Ⅰ) 176
Lesson 18 So the Elephants Danced(Ⅱ) 185
Lesson 19 Electronic Cash and the End of National Markets(Ⅰ) 195
Lesson 20 Electronic Cash and the End of National Markets(Ⅱ) 207
Ket to the Exercises 220