Preface
PART ONE introduction
Chapter 1 Introduction to Global Marketing
Introduction and Overview
Principles of Marketing: A Review
Global Marketing: What It Is and What It Isn't
The Importance of Global Marketing
Management Orientations
Forces Affecting Global Integration and Global Marketing
Outline of This Book
PART TWO The Global Marketing Environment
Chapter 2 The Global Economic Environment
The World Economy——An Overview
Economic Systems
Stages of Market Development
Balance of Payments
Trade in Merchandise and Services
Chapter 3 The Global Trade Environment
The World Trade Organization and GATT
Preferential Trade Agreements
North America
Latin America: SICA, Andean Community, Mercosur, and CARICOM
Asia-Pacific: The Association of Southeast Asian Nations (ASEAN)
Western, Central, and Eastern Europe
The Middle East
Africa
Chapter 4 Social and Cultural Environments
Society, Culture, and Global Consumer Culture
High- and Low-Context Cultures
Hofstede's Cultural Typology
The Self-Reference Criterion and Perception
Diffusion Theory
Marketing Implications of Social and Cultural Environments
Chapter 5 The Political, Legal, and Regulatory Environments
The Political Environment
International Law
Sidestepping Legal Problems: Important Business Issues
Conflict Resolution, Dispute Settlement, and Litigation
The Regulatory Environment
PART THREE Approaching Global Markets
Chapter 6 Global Information Systems and Market Research
Information Technology and Business Intelligence for Global Marketing
Sources of Market Information
Formal Market Research
Headquarters' Control of Market Research
The Marketing Information System as a Strategic Asset
Chapter 7 Segmentation, Targeting, and Positioning
Global Market Segmentation
Assessing Market Potential and Choosing Target Markets or Segments
Product-Market Decisions
Targeting and Target Market Strategy Options
Positioning
Chapter 8 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Licensing
Investment
Global Strategic Partnerships
International Partnerships in Developing Countries
Cooperative Strategies in Asia
Twenty-First-Century Cooperative Strategies
Market Expansion Strategies
PART FOUR The Global Marketing Mix
Chapter 9 Brand and Product Decisions in Global Marketing
Basic Product Concepts
Basic Branding Concepts
A Needs-Based Approach to Product Planning
〝Country of Origin" as Brand Element
Extend, Adapt, Create: Strategic Alternatives in Global Marketing
New Products in Global Marketing
Chapter 10 Pricing Decisions
Basic Pricing Concepts
Global Pricing Objectives and Strategies
Environmental Influences on Pricing Decisions
Global Pricing: Three Policy Alternatives
Gray Market Goods
Dumping
Price Fixing
Transfer Pricing
Countertrade
Chapter 11 Global Marketing Channels and Physical Distribution
Distribution Channels: Objectives, Terminology, and Structure
Establishing Channels and Working with Channel Intermediaries
Global Retailing
Physical Distribution, Supply Chains, and Logistics Management
Chapter 12 Global Marketing Communications Decisions Ⅰ: Advertising and Public Relations
GlobalAdvertising
Advertising Agencies: Organizations and Brands
Creating Global Advertising
Global Media Decisions
Public Relations and Publicity
Chapter 13 Global Marketing Communications Decisions Ⅱ: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Sales Promotion
Personal Selling
Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement
Chapter 14 Globa

本书是一本英文影印版，原著Global Marketing是国际营销资深学者沃伦·基根教授的代表作，在世界许多国家和地区广泛使用。
本书第8版沿袭之前版本的框架，首先概览了由经济与贸易、社会与文化、政治与法律等方面构成的全球商务环境，进而从战略和营销组合的角度详细阐述了企业的全球营销策略和方式。书中介绍了很多前沿的概念或分析工具，如产品生命周期、杠杆作用、资源获取、全球战略伙伴关系、国家竞争优势分析框架等，帮助学生在全球营销中把握发展机会，成功实施4P理论和策略组合。第8版大幅更新了案例和数据，将有关“金砖四国”的讨论扩大到“金砖国家”，对社交媒体进行了新的讨论，增加了全新专栏“创新、创业和全球创造”，在章末案例分析中强调了批判性思维的培养。
本书配有丰富的教辅资源，包括PPT讲义、教师手册、试题等，非常适合高校经济管理类专业本科生、研究生、MBA、国际商务硕士等双语教学或全英语教学，也适合各类外向型企业的管理者和营销人员阅读和应用。