这是本系统性阐述估计营销战略理论的全英文教材。它站在战略的高度分析研究了国际营销的性质、范围及重要性，这有助于我们深入了解国际化企业所面临的各种任务。

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

……