本书介绍了常见的国际知名银行和国际经济组织、参与国际贸易必备的营销知识，并按国际贸易流程介绍了国际贸易的谈判过程、商务合同及其写作技巧。本书还介绍了国际商务礼仪及商务技巧，为读者参与商务活动提供了一定的指导。此外，本书对一些国家的文化和商务习俗进行了简单介绍，以让读者具有国际视角。每一部分都配有阅读材料，涵盖冶金、化工、纺织等行业，以便读者了解这些行业的基础知识，扩大知识面，提高阅读能力，满足未来的工作需要。书中有关外贸实务对话及口语的练习、商务英语考试（BEC）口语的练习，可以提高读者的口语及应用能力。
本书针对国际经济与贸易、国际商务等经管类专业的本科生、MBA及国际贸易学的硕士生而编写，对参加自学考试的学生及其他从事或准备从事国际贸易的人员来说，也非常有参考价值。

孙莹，管理学博士，北京科技大学教授，北京市高等学校教学名师。孙莹教授曾获得首届全国高校微课教学比赛北京赛区优秀奖，北京科技大学第一届教学名师奖、第七届本科教学奖标兵奖，是首批北京科技大学青年教师骨干人才。她主编和参编了多部教材与专著；多篇学术论文在SSCI和CSSCl及EI检索的期刊上发表；主持或参与完成多项国家、省部委及企业的科研项目。孙莹教授长期从事EMBA与MBA的教学，并在商务谈判和沟通方面拥有丰富的实践经验。

前 言
教学建议
Introduction Globalization
PART 1 WORLD RENOWNED BANKS AND INTERNATIONAL ORGANIZATIONS
Chapter 1 The World-Renowned Banks
1.1 Citigroup
1.2 JPMorgan Chase
1.3 Bank of America
1.4 Barclays Bank
1.5 Hong Kong and Shanghai Banking Corp. Ltd.
1.6 Bank of China
1.7 Bank of Montréal
1.8 Swiss Bank Corp.
1.9 First Interstate Bank
1.10 Standard Chartered Bank
1.11 Deutsche Bank
1.12 Bank of England
1.13 Wells Fargo & Company
1.14 Industrial and Commercial Bank of China
1.15 China Construction Bank
1.16 Agricultural Bank of China
Chapter 2 International Economic Organizations
2.1 Comprehensive Economic Organizations
2.2 Organizations in Trade
2.3 Organizations in Finance
PART 2 INTERNATIONAL MARKETING
Chapter 3 Introduction of Marketing
Chapter 4 Analysis of Market Environment
4.1 Background of Market Environment
4.2 Relevant Knowledge
Chapter 5 Market Research
5.1 Pre-knowledge
5.2 Theory of Marketing
Chapter 6 Market Segmentation, Targeting and Positioning
6.1 Introduction
6.2 Relevant Knowledge
Chapter 7 The Marketing Mix
7.1 4P’s
7.2 Promotional Mix
Chapter 8 Distribution
8.1 Channels of Distribution
8.2 Wholesaling
Chapter 9 About E-commerce
9.1 Marketing for E-commerce
9.2 Relevant Knowledge
PART 3 PRACTICE OF INTERNATIONAL BUSINESS
Chapter 10 Principles, Structure, and Layout of Business Letters
10.1 General Principles of Business Communication
10.2 Structure of Business Letters
10.3 Layout of Business Letters
Chapter 11 Establishing Business Relations
11.1 Pre-knowledge
11.2 Correspondence Writing Guide and Specimen Letters
11.3 Dialogues
Chapter 12 Inquiries and Offers
12.1 Pre-knowledge
12.2 Correspondence Writing Guide and Specimen Letters
12.3 Dialogues
Chapter 13 Counter-offers
13.1 Pre-knowledge
13.2 Correspondence Writing Guide and Specimen Letters
13.3 Dialogues
Chapter 14 Shipment
14.1 Pre-knowledge
14.2 Correspondence Writing Guide and Specimen Letters
14.3 Dialogues
Chapter 15 Insurance
15.1 Pre-knowledge
15.2 Correspondence Writing Guide and Specimen Letters
15.3 Dialogues
Chapter 16 Terms of Payment
16.1 Pre-knowledge
16.2 Correspondence Writing Guide and Specimen Letters
16.3 Dialogues
Chapter 17 Complaints, Claims, and Settlement
17.1 Pre-knowledge
17.2 Correspondence Writing Guide and Specimen Letters
17.3 Dialogues
Chapter 18 Conclusion of Business
18.1 Pre-knowledge
18.2 Correspondence Writing Guide and Specimen Letters
18.3 Dialogues
PART 4 INTERNATIONAL TRADE THEORIES
Chapter 19 Classical Trade Theories
19.1 Mercantilism Theory
19.2 Absolute Advantage Theory
19.3 Comparative Advantage Theory
Chapter 20 New Classical Trade Theories
20.1 Heckscher-Ohlin Theory
20.2 The Leontief Paradox
Chapter 21 Modern Trade Theories
21.1 Product Life Cycle Theory
21.2 National Competitive Advantage Theory: Porter’s Diamond Model
21.3 New Trade Theory
21.4 Economies of Scale Theory
Chapter 22 Instruments of Trade Policy
22.1 Tariff Barriers
22.2 Non-tariff Barriers
PART 5 INTRODUCTION OF COUNTRIES ON THE BELT AND ROAD
Chapter 23 Countries on the Silk Road Economic Belt
23.1 Kyrgyzstan
23.2 Uzbekistan
23.3 Czech
23.4 Germany
Chapter 24 Countries on the 21st Century Maritime Silk Road
24.1 Republic of Korea
24.2 Myanmar
24.3 Ethiopia
24.4 Djibouti
24.5 Kenya
24.6 Uganda
24.7 Cameroon
Chapter 25 Other Countries in America
25.1 Mexico
25.2 Ecuador
Reference Answers
Bibliography