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《國際市場營銷》(作者高傑)採用英文撰寫，主要服務於各高校市場營銷專業和國際貿易專業學生的雙語課教學。
教材內容涵蓋了近年來國際營銷的相關理論，羅列了大量國際營銷的實踐案例，並結合我國企業的國際營銷實踐對相關問題進行了探討 為配合教學工作的開展，在每個章節的開始部分給出了章節的主要內容，在每個章節的結束部分給出了相關的案例、總結以及需要學生進行練習的習題，《國際市場營銷》從內容上講基本上覆蓋了國際營銷的主要方式以及操作國際營銷所需要具備的主要條件和操作過程中需要解決的主要問題，並給出了相關的策略和方法，力圖使學生在學習了本門課程以後可以掌握一種操作國際營銷的技能。
教材內容涵蓋了近年來國際營銷的相關理論，羅列了大量國際營銷的實踐案例，並結合我國企業的國際營銷實踐對相關問題進行了探討 為配合教學工作的開展，在每個章節的開始部分給出了章節的主要內容，在每個章節的結束部分給出了相關的案例、總結以及需要學生進行練習的習題，《國際市場營銷》從內容上講基本上覆蓋了國際營銷的主要方式以及操作國際營銷所需要具備的主要條件和操作過程中需要解決的主要問題，並給出了相關的策略和方法，力圖使學生在學習了本門課程以後可以掌握一種操作國際營銷的技能。
目次
Chapter 1 International Marketing Overview
1 1 Concept analysis
1 2 The basic characteristics of multinationals
1 3 Reasons for globalization
1 4 Explosive growth
1 5 Recent developments
1 6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2 1 Volume of trade
2 2 Major trading partners
2 3 Trade barriers analysis
2 4 Foreign direct investment
2 5 Reasons for investing overseas
2 6 How to enter a foreign market
2 7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3 1 Different economic development stages
3 2 The importance of the economic data
3 3 Trading environment
3 4 Dimensiors of the econorry
3 5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4 1 Social cultural forces overview
4 2 Culture affects all business functions
4 3 Sigoificarce to businesspeople
4 4 Material Culture
4 5 Brain drain
4 6 Language
4 7 Societal organization
Chapter 5 Political Forces
5 1 The international political relationship
5 2 The stability of the government's policy
5 3 The different political system
5 4 Reasons for nationalization
5 5 Some famous political organizations of the world
5 6 The political risk
5 7 CRA procedures
Chapter 6 Legal Forces
6 1 The types of the legal system
6 2 How does the low of host countries influence your
international marketing mix
6 3 Taxation
6 4 Complexity of tax laws and regulations
6 5 Tariffs, quotas, and other trade obstacles
6 6 Product liability civil and criminal
6 7 Miscellaneous laws
6 8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7 1 The nature of strategy
7 2 How to understand the traits of the strategy
7 3 The hierarchy of company strategy
7 4 Marketing strategy
7 5 Characteristics of the marketing strategy
7 6 International marketing strategy
7 7 Formulating procedures for an international marketing strategy
7 8 Making strategic objectives
7 9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis ：
8 1 International marketing information and information systems
8 2 The contents and procedures for international marketing
research
8 3 Final selection of new markets
8 4 The procedures of the international marketing research
Chapter 9 Product Strategy
9 1 Standardization, adaptation, or completely different
9 2 Product strategy overview
9 3 The product life cycle and product strategy
9 4 The new product development strategy
9 5 Foreign environmental forces
Chapter 10 Promotion Strategy
10 1 Concept understanding
10 2 Advertising
10 3 Personal selling
10 4 Sales promotion
10 5 Environment constraints for international promotion
10 6 Public relations
Chapter 11 Pricing Strategy
11 1 The factors influencing international pricing decisions
11 2 How to price your products
11 3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12 1 The factors influencing distribution channels
12 2 Functions and types of distribution channels
12 3 Interdependence of distribution decisions
12 4 Channel options and problems
12 5 Foreign environmental forces
12 6 Channel selection
12 7 How to select your teammates
Practice Tests I
Practice Tests II
參考文獻
Chapter 1 International Marketing Overview
1 1 Concept analysis
1 2 The basic characteristics of multinationals
1 3 Reasons for globalization
1 4 Explosive growth
1 5 Recent developments
1 6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2 1 Volume of trade
2 2 Major trading partners
2 3 Trade barriers analysis
2 4 Foreign direct investment
2 5 Reasons for investing overseas
2 6 How to enter a foreign market
2 7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3 1 Different economic development stages
3 2 The importance of the economic data
3 3 Trading environment
3 4 Dimensiors of the econorry
3 5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4 1 Social cultural forces overview
4 2 Culture affects all business functions
4 3 Sigoificarce to businesspeople
4 4 Material Culture
4 5 Brain drain
4 6 Language
4 7 Societal organization
Chapter 5 Political Forces
5 1 The international political relationship
5 2 The stability of the government's policy
5 3 The different political system
5 4 Reasons for nationalization
5 5 Some famous political organizations of the world
5 6 The political risk
5 7 CRA procedures
Chapter 6 Legal Forces
6 1 The types of the legal system
6 2 How does the low of host countries influence your
international marketing mix
6 3 Taxation
6 4 Complexity of tax laws and regulations
6 5 Tariffs, quotas, and other trade obstacles
6 6 Product liability civil and criminal
6 7 Miscellaneous laws
6 8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7 1 The nature of strategy
7 2 How to understand the traits of the strategy
7 3 The hierarchy of company strategy
7 4 Marketing strategy
7 5 Characteristics of the marketing strategy
7 6 International marketing strategy
7 7 Formulating procedures for an international marketing strategy
7 8 Making strategic objectives
7 9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis ：
8 1 International marketing information and information systems
8 2 The contents and procedures for international marketing
research
8 3 Final selection of new markets
8 4 The procedures of the international marketing research
Chapter 9 Product Strategy
9 1 Standardization, adaptation, or completely different
9 2 Product strategy overview
9 3 The product life cycle and product strategy
9 4 The new product development strategy
9 5 Foreign environmental forces
Chapter 10 Promotion Strategy
10 1 Concept understanding
10 2 Advertising
10 3 Personal selling
10 4 Sales promotion
10 5 Environment constraints for international promotion
10 6 Public relations
Chapter 11 Pricing Strategy
11 1 The factors influencing international pricing decisions
11 2 How to price your products
11 3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12 1 The factors influencing distribution channels
12 2 Functions and types of distribution channels
12 3 Interdependence of distribution decisions
12 4 Channel options and problems
12 5 Foreign environmental forces
12 6 Channel selection
12 7 How to select your teammates
Practice Tests I
Practice Tests II
參考文獻
1 1 Concept analysis
1 2 The basic characteristics of multinationals
1 3 Reasons for globalization
1 4 Explosive growth
1 5 Recent developments
1 6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2 1 Volume of trade
2 2 Major trading partners
2 3 Trade barriers analysis
2 4 Foreign direct investment
2 5 Reasons for investing overseas
2 6 How to enter a foreign market
2 7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3 1 Different economic development stages
3 2 The importance of the economic data
3 3 Trading environment
3 4 Dimensiors of the econorry
3 5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4 1 Social cultural forces overview
4 2 Culture affects all business functions
4 3 Sigoificarce to businesspeople
4 4 Material Culture
4 5 Brain drain
4 6 Language
4 7 Societal organization
Chapter 5 Political Forces
5 1 The international political relationship
5 2 The stability of the government's policy
5 3 The different political system
5 4 Reasons for nationalization
5 5 Some famous political organizations of the world
5 6 The political risk
5 7 CRA procedures
Chapter 6 Legal Forces
6 1 The types of the legal system
6 2 How does the low of host countries influence your
international marketing mix
6 3 Taxation
6 4 Complexity of tax laws and regulations
6 5 Tariffs, quotas, and other trade obstacles
6 6 Product liability civil and criminal
6 7 Miscellaneous laws
6 8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7 1 The nature of strategy
7 2 How to understand the traits of the strategy
7 3 The hierarchy of company strategy
7 4 Marketing strategy
7 5 Characteristics of the marketing strategy
7 6 International marketing strategy
7 7 Formulating procedures for an international marketing strategy
7 8 Making strategic objectives
7 9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis ：
8 1 International marketing information and information systems
8 2 The contents and procedures for international marketing
research
8 3 Final selection of new markets
8 4 The procedures of the international marketing research
Chapter 9 Product Strategy
9 1 Standardization, adaptation, or completely different
9 2 Product strategy overview
9 3 The product life cycle and product strategy
9 4 The new product development strategy
9 5 Foreign environmental forces
Chapter 10 Promotion Strategy
10 1 Concept understanding
10 2 Advertising
10 3 Personal selling
10 4 Sales promotion
10 5 Environment constraints for international promotion
10 6 Public relations
Chapter 11 Pricing Strategy
11 1 The factors influencing international pricing decisions
11 2 How to price your products
11 3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12 1 The factors influencing distribution channels
12 2 Functions and types of distribution channels
12 3 Interdependence of distribution decisions
12 4 Channel options and problems
12 5 Foreign environmental forces
12 6 Channel selection
12 7 How to select your teammates
Practice Tests I
Practice Tests II
參考文獻
Chapter 1 International Marketing Overview
1 1 Concept analysis
1 2 The basic characteristics of multinationals
1 3 Reasons for globalization
1 4 Explosive growth
1 5 Recent developments
1 6 Domestic marketing and international marketing
Chapter 2 Why and How to Enter Foreign Markets
2 1 Volume of trade
2 2 Major trading partners
2 3 Trade barriers analysis
2 4 Foreign direct investment
2 5 Reasons for investing overseas
2 6 How to enter a foreign market
2 7 Foreign manufacturing
Chapter 3 Economic and Social Economic Forces
3 1 Different economic development stages
3 2 The importance of the economic data
3 3 Trading environment
3 4 Dimensiors of the econorry
3 5 Socioeconomic dimensions
Chapter 4 Social Cultural Forces
4 1 Social cultural forces overview
4 2 Culture affects all business functions
4 3 Sigoificarce to businesspeople
4 4 Material Culture
4 5 Brain drain
4 6 Language
4 7 Societal organization
Chapter 5 Political Forces
5 1 The international political relationship
5 2 The stability of the government's policy
5 3 The different political system
5 4 Reasons for nationalization
5 5 Some famous political organizations of the world
5 6 The political risk
5 7 CRA procedures
Chapter 6 Legal Forces
6 1 The types of the legal system
6 2 How does the low of host countries influence your
international marketing mix
6 3 Taxation
6 4 Complexity of tax laws and regulations
6 5 Tariffs, quotas, and other trade obstacles
6 6 Product liability civil and criminal
6 7 Miscellaneous laws
6 8 Patents, trademarks, trade names, copyrights, and trade
secrets intellectual properties
Chapter 7 International Marketing Strategy
7 1 The nature of strategy
7 2 How to understand the traits of the strategy
7 3 The hierarchy of company strategy
7 4 Marketing strategy
7 5 Characteristics of the marketing strategy
7 6 International marketing strategy
7 7 Formulating procedures for an international marketing strategy
7 8 Making strategic objectives
7 9 Analysis about current business portfolio
Chapter 8 Market Assessment and Analysis ：
8 1 International marketing information and information systems
8 2 The contents and procedures for international marketing
research
8 3 Final selection of new markets
8 4 The procedures of the international marketing research
Chapter 9 Product Strategy
9 1 Standardization, adaptation, or completely different
9 2 Product strategy overview
9 3 The product life cycle and product strategy
9 4 The new product development strategy
9 5 Foreign environmental forces
Chapter 10 Promotion Strategy
10 1 Concept understanding
10 2 Advertising
10 3 Personal selling
10 4 Sales promotion
10 5 Environment constraints for international promotion
10 6 Public relations
Chapter 11 Pricing Strategy
11 1 The factors influencing international pricing decisions
11 2 How to price your products
11 3 Basic pricing strategies for international marketing
Chapter 12 Distribution Strategy
12 1 The factors influencing distribution channels
12 2 Functions and types of distribution channels
12 3 Interdependence of distribution decisions
12 4 Channel options and problems
12 5 Foreign environmental forces
12 6 Channel selection
12 7 How to select your teammates
Practice Tests I
Practice Tests II
參考文獻
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