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現代國際營銷英語是現代國際營銷領域的專業語言，其句法、詞法、語體等方面均有特色。掌握現代國際營銷英語是從事國際營銷的前提。本書向讀者提供純正的國際營銷英語語料，配上口語訓練題和書面語言練習題，邊學邊練，逐步提高營銷英語水平。讀者在學習國際營銷英語的同時也會掌握許多國際營銷的理論和策略，瞭解營銷學的精要，為將來從事國際營銷及其有關工作打下基礎。本書分13個單元，主要涉及"國際產品規劃與開發"、"營銷渠道與物流"、"服務、非盈利營銷與社會"、"廣告宣傳與公共關係"、"人員推銷與銷售管理"、"營銷規劃、組織、和控制"、"全球化營銷"、"營銷與社會"、"服務營銷"、"B2B購買行為"、"消費行為"、"新產品開發"、"直銷與會展"、"電子營銷與新媒體"等內容。本書適用於作高等院校英語專業、外貿英語、商務英語、國際營銷、國際貿易、國際經濟管理等專業的英語教材，也是從事國際營銷的人員提高英語水平的重要參考書。
為幫助教師教學,方便學生及其他讀者的閱讀與理解，本書以腳注形式對每篇文章中的疑難詞語（主要是專業詞匯）進行比較詳細的注釋。每篇文章後都配有有助於加深理解和鞏固學習的練習，練習分為三類：一類是
為幫助教師教學,方便學生及其他讀者的閱讀與理解，本書以腳注形式對每篇文章中的疑難詞語（主要是專業詞匯）進行比較詳細的注釋。每篇文章後都配有有助於加深理解和鞏固學習的練習，練習分為三類：一類是
目次
Unit l Introduction
1.0 0verview
1.1 What Is Marketing All About?
1.1.1 The Concept of Exchange Exercises
1.2 Definitions of International Marketing
1.2.1 The Origins of Marketing
Exercises Ⅰ
1.3 The Importance of Marketing
1.4 Why Should You Study Marketing?
Exercises Ⅱ
Unit 2 Consumer and Markets
2.O 0verview
2.1 The Decision—making Process
2.1.1 Problem
2.1.2 Search
2.1.3 Evaluation
2.1.4 Decision
2.1.5 Post-purchase Evaluation Process
2.2 Purchasing Situations
2.2.1 Routine PS
2.2.2 Limited PS
2.2.3 Extended PS
2.2.4 The Importance of Purcha-sing Situations
Exercises Ⅰ
2.3 Environmental Influence
2.3.1 Sociocultural Influence
2.3.2 Technological Influence
2.3.3 Economic and Competitive Influence
2.3.4 Political and Legal Influence
2.4 Psychological Influences--the Individual
2.4.1 Personality Influence
2.4.2 Perception Influence
2.4.3 Learning
2.4.4 Motivation
2.4.5 Attitudes
2.5 Sociocultural Influences--the Group
2.5.1 Social Class Influence
2.5.2 Culture and Subculture Influence
2.5.3 Reference Groups Influence
2.5.4 Family Influence
Exercises Ⅱ
Unit 3 New Product Development Strategies
Unit 4 International Product Planning and Development
Unit 5 Distribution Planning and Channels
Unit 6 Business-to-Business Markets
Unit 7 Service,Nonprofit Marketing and Society
Unit 8 Advertising and Public Realations
Unit 9 Personal Selling and Sales Management
Unit 10 Internet Communications and New Media
Unit 11 Direct Marketing ,Exhibitions and Trade Fairs
Unit 12 Marketing and Society
Unit 13 Marketing of Services
Appendix Glossary
1.0 0verview
1.1 What Is Marketing All About?
1.1.1 The Concept of Exchange Exercises
1.2 Definitions of International Marketing
1.2.1 The Origins of Marketing
Exercises Ⅰ
1.3 The Importance of Marketing
1.4 Why Should You Study Marketing?
Exercises Ⅱ
Unit 2 Consumer and Markets
2.O 0verview
2.1 The Decision—making Process
2.1.1 Problem
2.1.2 Search
2.1.3 Evaluation
2.1.4 Decision
2.1.5 Post-purchase Evaluation Process
2.2 Purchasing Situations
2.2.1 Routine PS
2.2.2 Limited PS
2.2.3 Extended PS
2.2.4 The Importance of Purcha-sing Situations
Exercises Ⅰ
2.3 Environmental Influence
2.3.1 Sociocultural Influence
2.3.2 Technological Influence
2.3.3 Economic and Competitive Influence
2.3.4 Political and Legal Influence
2.4 Psychological Influences--the Individual
2.4.1 Personality Influence
2.4.2 Perception Influence
2.4.3 Learning
2.4.4 Motivation
2.4.5 Attitudes
2.5 Sociocultural Influences--the Group
2.5.1 Social Class Influence
2.5.2 Culture and Subculture Influence
2.5.3 Reference Groups Influence
2.5.4 Family Influence
Exercises Ⅱ
Unit 3 New Product Development Strategies
Unit 4 International Product Planning and Development
Unit 5 Distribution Planning and Channels
Unit 6 Business-to-Business Markets
Unit 7 Service,Nonprofit Marketing and Society
Unit 8 Advertising and Public Realations
Unit 9 Personal Selling and Sales Management
Unit 10 Internet Communications and New Media
Unit 11 Direct Marketing ,Exhibitions and Trade Fairs
Unit 12 Marketing and Society
Unit 13 Marketing of Services
Appendix Glossary
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