Chapter 1 Marketing Basics營(yíng)銷基礎(chǔ)
Chapter 2 Elements ofthe Marketplace市場(chǎng)諸要素
Chapter 3 The Dimensions of International Marketing國(guó)際營(yíng)銷的維度
Chapter 4 International Trade國(guó)際貿(mào)易
Chapter 5 The Role ofGovernments政府的作用
Chapter 6 The Role ofCultural Forces文化力量的作用
Chapter 7 Developing Products for the ForeignMarket為國(guó)外市場(chǎng)開發(fā)產(chǎn)品
Chapter 8 Market Research市場(chǎng)調(diào)研
Chapter 9 Preparing for Market Entry準(zhǔn)備進(jìn)入市場(chǎng)
Chapter 10 Developing Distribution開發(fā)分銷渠道
Chapter 11 Advertising and Promotions廣告與促銷
Chapter 12 Making Contact：Different Products andPromotions實(shí)施接觸——不同產(chǎn)品的促銷
Chapter 13 Staffing the New Market為新市場(chǎng)配備人員
Chapter 14 Evaluating Performance評(píng)估營(yíng)銷業(yè)績(jī)
Chapter 15 The Marketing Plan營(yíng)銷計(jì)劃
Chapter 1 Marketing Basics營(yíng)銷基礎(chǔ)
Chapter 2 Elements ofthe Marketplace市場(chǎng)諸要素
Chapter 3 The Dimensions of International Marketing國(guó)際營(yíng)銷的維度
Chapter 4 International Trade國(guó)際貿(mào)易
Chapter 5 The Role ofGovernments政府的作用
Chapter 6 The Role ofCultural Forces文化力量的作用
Chapter 7 Developing Products for the ForeignMarket為國(guó)外市場(chǎng)開發(fā)產(chǎn)品
Chapter 8 Market Research市場(chǎng)調(diào)研
Chapter 9 Preparing for Market Entry準(zhǔn)備進(jìn)入市場(chǎng)
Chapter 10 Developing Distribution開發(fā)分銷渠道
Chapter 11 Advertising and Promotions廣告與促銷
Chapter 12 Making Contact：Different Products andPromotions實(shí)施接觸——不同產(chǎn)品的促銷
Chapter 13 Staffing the New Market為新市場(chǎng)配備人員
Chapter 14 Evaluating Performance評(píng)估營(yíng)銷業(yè)績(jī)
Chapter 15 The Marketing Plan營(yíng)銷計(jì)劃
Chapter 16 The Marketing Audit營(yíng)銷審計(jì)
Chapter 17 Glossary詞匯表
Chapter 18 Key參考答案
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