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