《全球市场营销学 英文版》

READINGSReading 1：The World Economy After the Cold War1

Name Index1

BRIEF CONTENTSCHAPTER ONEGlobal Marketing1

Subject Index3

CHAPTER TWOThe Economic Environment13

Reading 2：The Strategic Challenge of the Evolving Global Economy14

Reading 3：Tailored Trade：Dealing with the World As It Is24

CHAPTER THREEThe Financial Environment26

Reading 4：The Logic of Global Business：An Interview with ABB’s Percy Barnevik35

CHAPTER FOURThe Political and Legal Environment36

CHAPTER FIVEThe Cultural Environment45

CHAPTER SIXG lobal Product Strategies56

Reading 5：Managing Foreign Exchange Risk Profitably57

Reading 6：Exchange Blockage Risk：An Insurance Overview72

CHAPTER SEVENGlobal Pricing Decisions77

Reading 7：Are We Feeling More Competitive Yet？The Exchange Rate Gambit80

Reading 8：Innovation in the International Financial Markets95

CHAPTER EIGHTGlobal Logistics Channels96

CHAPTER NINEGlobal Promotion Strategies112

Reading 9：Analyzing Political Risk118

Reading 10：Marketing Barriers in International Trade130

CHAPTER TENGlobal Business Involvement：Market Entry Strategies132

Reading 11：How an Industry Builds Political Advantage144

CHAPTER ELEVENStrategic Global Market Management146

Reading 12：Political Risk Analysis and Direct Foreign Investment：Some Problems of Definition and Measurement157

CHAPTER TWELVEEthics and Global Marketing159

Reading 13：The Silent Language in Overseas Business169

Reading 14：Social Time：The Heartbeat of Culture183

Reading 15：The Customer Is Always Wrong：A Look at the Socio-Cultural Impediments to the Growth of Consumer Orientation in India189

Reading 16：The ImpactofCulture Upon Package Perception：An Experiment in Hong Kong and the United States204

Reading 17：The Product Development Process in NIC Muitinationals213

Reading 18：Key Decisions in International Marketing：Introducing New Products Abroad224

Reading 19：Effects of U rbanization on Multinational Product Planning：Markets in Lesser-Developed Countries236

Reading 20：Japanese Consumers：Introducing Foreign Products/Brands Into the Japanese Market246

Reading 21：Some Aspects of International Pricing：A Neglected Area of Management Policy264

Reading 22：Living with Price Control Abroad271

Reading 23：Unraveling the Mystique of Export Pricing280

Reading 24：Constituents of the International Transfer Pricing Decision297

Reading 25：Using Export Specialists to Develop Overseas Sales308

Reading 26：Parallel Import Channels—Options for Preserving Territorial Integrity313

Reading 27：Distribution in Japan：Problems and Changes329

Reading 28：International Channels of Distribution and the Role of Comparative Marketing Analysis341

Reading 29：Comparative Evaluation of International Versus National Advertising Strategies352

Reading 30：Pitfalls in Adve rtising Overseas369

Reading 31：Standardized International Advertising：A Review and Critical Evaluation of the Theoretical and Empirical Evidence375

Reading 32：Can Sales Promotion Go Global？400

Reading 33：Global or Stateless Corporations Are National Firms with International Operations411

Reading 34：Joint Ventures in the Face of Global Competition431

Reading 35：Competition for Competence and Interpartner Learning Within International Strategic Alliances447

Reading 36：Countertrade：A Powerful Gobal Competitive Strategy for U．S．International Traders477

Reading 37：Four Winning Strategies for the International Corporation488

Reading 38：How to Take Your Company to the Global Market505

Reading 39：Changing Patterns of International Competition526

Reading 40：Global Strategic Planning：A Model and Recent Developments557

Reading 41：A Comparison of the Ethical Behavior of American，French，and German Managers576

Reading 42：Ethics：Are Standards Lower Overseas？594

Reading 43：Fostering Ethical Marketing Decisions601

Reading 44：A Traveler’s Guide to Gifts and Bribes621