国际营销（英文）

全书分四个部分，第一部分是国际营销概论， 主要介绍当前国内外形势下国际营销面临的形势和 任务，第二部分立足不可控因素介绍国际营销环境 ，分别介绍了其中的历史、地理、文化、政治和法 律各因素及其在国际营销中的作用和表现，帮助企 业在国际营销中拟定合理的策略，规避上述风险。 第三部分介绍如何开发合理的国际营销战略。第四 部分属于国际营销实战，主要依托不可控因素在传 统营销活动4Ps中的具体表现展开。

Preface Chapter 1 The Characteristics of International Marketing 1.1 The Definition of International Marketing 1.2 The Contents of International Marketing 1.3 The Essence of International Marketing：Self-reference Criterion（SRC） 1.4 The Types of International Marketing Key Terms Thinking Chapter 2 The Environment al Evolution of International Marketing 2.1 The Importance of Balance-of-payments in International Marketing 2.2 The Logic and Forms of Protectionism in International Marketing 2.3 The Importance of Omnibus Trade and Competitiveness Act，General Agreement on Tariffs and Trade and World Trade Organization in International Marketing 2.4 The Importance of Some Semi-official Organizations in International Marketing Key Terms Thinking Chapter 3 Basic Uncontrollable Items and Their Roles in International Marketing 3.1 The Importance of History in International Marketing 3.2 The Importance of Geography in International Marketing 3.3 The Importance of Demography in International Marketing 3.4 The Importance of Economic Infrastructures in International Marketing Key Terms Thinking Chapter 4 How Does Culture Imply in International Marketing？ 4.1 The Cultural Dynamics 4.2 Culture-related Business Ethics Key Terms Thinking Chapter 5 How Does Politics Imply in International Marketing？ 5.1 Political Phenomena and Their Applications in International Marketing 5.2 Political Risks and the Influential Factors in International Marketing 5.3 Political Vulnerability 5.4 Politics about Foreign Investment Key Terms Thinking Chapter 6 How Does Law Imply in International Marketing？ 6.1 Jurisdiction in International Marketing 6.2 Intellectual Property Rights in International Marketing 6.3 Cyber-related Laws in International Marketing 6.4 Legal Differences and American Specialties Key Terms Thinking Chapter 7 International Marketing Research 7.1 Problem Definition in International Research 7.2 Secondary Data and Its Sources 7.3 Quantitative Method and Qualitative Method 7.4 Cross-culture Sampling in Developing Countries Key Terms Thinking Chapter 8 How Is Management Used in International Marketing？