Part One：A Conceptual Overview 1
Chapter 1 Marketing:A Universal Discipline 2
Chapter 2 Marketing Management Philosophies 17
Part Two：International Marketing Environments 37
Chapter 3 Economic Environment 38
Chapter 4 Social and Cultural Environment 53
Chapter 5 Competitive Environment 69
Part Three：Strategic Marketing Planning 83
Chapter 6 Marketing Research 84
Chapter 7 Market Segmentation,Targeting and Positioning 100
Chapter 8 Market Entry and Expansion 117
Chapter 9 Consumer Behavior and Influence 133
Part Four：The Global Marketing Mix Strategies 151
Chapter 10 Product Strategies 152
Chapter 11 Service Strategies 170
Chapter 12 Pricing Strategies 187
Chapter 13 Distribution Strategies 204
Chapter 14 Promotion Strategies 219