国际营销作为国际企业与商界人士必须掌握的企业管理思想与工具。越来越为人们所重视。大专院校的管理与商务专业，包括商贸英语专业都普遍开设了相关的课程。

本书作者根据多年来从事企业管理咨询与培训和营销课程教学的经验，抓住企业界，尤其是三资企业在国际营销实践中最关注的问题，并结合营销领域出现的各种新思想、新技巧和新工具，试图将一本内容新颖、实用的国际营销英语教材呈现在读者面前。本书比较系统地介绍了国际营销的知识体系和营销实践领域的最新进展，希望能使学习该课程的广大学生和企业营销人士有所收获。

hapter 1 Introduction

 Part Ⅰ What Is International Marketing?

　Part Ⅱ

　Passage 1 Challenges in International Marketing

　Passage 2 Localization

　Background Information Smart Globalization

　BBS

Chapter 2 International Marketing and Multinational Corporations

　Part Ⅰ Multinational Corporation.

　Part Ⅱ

　Passage 1 The Growth of International Marketing

　Passage 2 Global Village

　Background Information The Place to Be

　BBS

Chapter 3 International Marketing Environment Analysis

　Part Ⅰ International Marketing Environment

　Part Ⅱ

　Passage 1 Website Loses Legal Fight Over MP3 Download

　Passage 2 Keeping Companies Honest

　Background Information How to Research the Marketing Environment

　BBS

Chapter 4 International Market Research

　Part Ⅰ Why International Market Research

　Part Ⅱ

　Passage 1 How to Design Questionnaire

　Passage 2 Do Online Surveys Get More Extreme Answers?

　Background Information Types of Market Reports

　BBS

Chapter 5 Product Strategy in International Marketing

　Part Ⅰ Product and Product Strategy

　Part Ⅱ

　Passage 1 Crossover Is the Future of Car Design

　Passage 2 Home Appliances Producer: Electrolux

　Background Information Case-Product Strategy of Bull

　BBS

Chapter 6 Distribution

　Part Ⅰ Distribution : Channels, Tactics and Its International Variations

　Part Ⅱ

　Passage 1 Case Study: Remedy for Japan Distribution Problem

　Passage 2 An Introduction to SCM (Supply Chain Management)

　Background Information The 10 Commandments of Networking

　BBS

Chapter 7 Pricing Strategy in International Marketing

　Part Ⅰ Pricing Concepts and Strategies

　Part Ⅱ

　Passage 1 Dumping a Heavy Cost on Wood

　Passage 2 Overseas TV Brands Join Pricing War

　Background Information Pricing for Profit

　BBS

Chapter 8 Promotion Strategy

　Part Ⅰ Promotion Applied in International Marketplace

　Part Ⅱ

　Passage 1 Pull and Push in Marketing

　Passage 2 How to Do Export Promotion?

　Background Information Great Gift Marketing Ideas

　BBS

Chapter 9 Internet Marketing

　Part Ⅰ Internet and Marketing Strategy

　Part Ⅱ

　Passage 1 Internet's Impact on the Marketing Mix

　Passage 2 Privacy and Security Issues for Online Commerce

　Background Information International Online Business: Think Globally, Act Locally

　BS

Chapter 10 Cross-cultural Communication and International

　Marketing

　Part Ⅰ Cultural Differences Among Different Nations

　Part Ⅱ

　Passage 1 Lenovo's in an Olympic Mood Now

　Passage 2 Names Have Coffee Chain Steamed Up

　Background Information Global Marketing Gaffes

　BBS

Chapter 11 Marketing and Social Responsibility

　Part Ⅰ Social Responsibility and Ethics in Marketing

　Part Ⅱ

　Passage 1 CSR Case: Starbucks Coffee Co

　Passage 2 An Introduction to Green Marketing

　Background Information Mind Your Business

　BBS

Chapter 12 Career in Marketing

　Part Ⅰ Career in Marketing

　Part Ⅱ

　Passage 1 Marketing Yourself

　Passage 2 Paving the Way for New Staff Members

　Background Information Career in Marketing-We Will Train

附录　部分练习参考答案

参考书目