Preface
Acknowledgements
导读
1 Scope of international marketing strategy
Strategic approaches to international markets
International marketing strategy
Definitions of international marketing
Generic international marketing strategies
Opportunistic approach to international markets
Standardization or customization
Implications of standardizing strategy
Market integration,standardization and differentiation
Entering foreign markets
Product-market development
Technology,product and market decisions
Strategic differentiation in the international firm
International marketing strategy and orgazization
International marketing environment
Market fragmentation and consolidation
Globalization of markets
Technology and market liberalization
Firms in regional markets
Understanding international marketing:a framework
Summary
Questions
Rererences
Part 1 Unerstanding the international marketing environment
2 International marketing in the global economy
Theory and practice of international marketing
Managerial theory of international marketing
Marketing in the business system
A framework for international marketing
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