在经济全球化背景下，企业经营活动的国际化日益成为一种广泛的现象，企业要想在激烈的市场竞争中博得一席之地，参与国际市场营销将成为一种必然趋势。

《国际市场营销(高等教育十二五规划教材)》(作者高杰)阐述了国际市场营销的基本理论、基础知识和操作方法，由国际市场营销概述、国际市场营销环境分析、国际市场营销战略、国际市场营销策略组合四个部分共12章内容构成，重点阐释普遍适用于各国或地区的国际市场营销分析框架，突出国际市场营销跨文化环境分析，增添了全球环境分析、区域环境分析及东道国环境分析框架和方法。随着中国经济的快速成长以及中国经济对世界经济发展的影响力日益扩大。本书强调从中国视角分析国际市场营销问题，探讨国际企业在中国市场的营销策略组合，以增强读者对中国企业国际市场营销的认识和思考。

《国际市场营销(高等教育十二五规划教材)》(作者高杰)采用英文撰写，主要服务于各高校市场营销专业和国际贸易专业学生的双语课教学。教材内容涵盖了近年来国际营销的相关理论，罗列了大量国际营销的实践案例，并结合我国企业的国际营销实践对相关问题进行了探讨．为配合教学工作的开展，在每个章节的开始部分给出了章节的主要内容，在每个章节的结束部分给出了相关的案例、总结以及需要学生进行练习的习题，《国际市场营销(高等教育十二五规划教材)》从内容上讲基本上覆盖了国际营销的主要方式以及操作国际营销所需要具备的主要条件和操作过程中需要解决的主要问题，并给出了相关的策略和方法，力图使学生在学习了本门课程以后可以掌握一种操作国际营销的技能。

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

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