PART 1 The International Marketing Environment
Unit 1 Strategic Planning and Global Policy
Unit 2 The Political and Economic Environment
Unit 3 Scientific and Technological Environment
Unit 4 The Cultural and Demographic Environment
Unit 5 The Legal Impact on Marketing
PART 2 Customers and Positioning
Unit 6 International Marketing Research
Unit 7 Positioning
Unit 8 Consumers' Purchasing Behavior
Unit 9 International Service Marketing
Unit 10 Market Entry and Expansion
PART 3 Integrated Marketing Communication Strategy
Unit 11 Brand Management
Unit 12 The Marketing Mix
Unit 13 Internet Marketing and Social Media
Unit 14 Global Distribution and Logistics
Unit 15 Corporate Social Responsibility and Sustainability
Glossary
参考文献
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