- 作 者：王元歌，刘辉主编
- 出 版 社：北京市：北京大学出版社
- 出版年份：2007
- ISBN：7301122594
- 标注页数：293 页
- PDF页数：302 页
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Unit 1 Entering Foreign Markets 1
Text A Deciding How to Enter Foreign Markets 1
Text B Cooperative Joint Ventures in China 11
Unit 2 International Trade Theories 15
Text A Basic Theories of International Trade 15
Text B Protectionism Versus Free Trade 26
Unit 3 International Trade in Services 31
Text A The Importance of Services in International Trade:Defining Trade in Services 31
Text B Services in the World Economy 40
Unit 4 Technology Transfer 45
Text A Understanding Technology Transfer 45
Text B International Technology Transfer and Intellectual Property Rights 54
Unit 5 Trade Barriers 58
Text A Forms of Trade Barriers 58
Text B How to Hurdle the Barrier 67
Unit 6 International Trade of China 72
Text A China's Trade:Growth and Diversification 72
Text B China,US Complementary in Trade 81
Unit 7 Marketing Strategy 86
Text A The Four P's of the Marketing Strategy 86
Text B Uncontrollable Variables in Marketing Strategy 97
Unit 8 Marketing Environment 101
Text A The Major Macroenvironment Forces 101
Text B Host Country Political and Legal Environment 110
Unit 9 Advertising 115
Text A The World of Advertising 115
Text B Television Advertising and Radio Advertising 125
Unit 10 International Payment 130
Text A Basic Methods of International Payments and Settlements 130
Text B Multinational and Foreign Exchange 140
Unit 11 Foreign Exchange Rate 144
Text A The Functions of the Foreign Exchange Market 144
Text B The Asian Crisis 153
Unit 12 Securities Market 158
Text A Why Do Securities Markets Exist 158
Text B Investment Management in the 1990s 168
Unit 13 Monetary Policy and Fiscal Policy 171
Text A The Basic Idea of Monetary and Fiscal Policy 171
Text B China's Monetary Policy in the Coming Years 180
Unit 14 International Corporate Governance 184
Text A International Corporate Governance 184
Text B Corporate Governance in China 194
Unit 15 Human Resources Management 199
Text A Human Resources Management 199
Text B Job Termination and Retirement 209
Unit 16 Global Logistics 213
Text A Global Integrated Logistics 213
Text B Logistics in Creating a Recycling Economy 223
Unit 17 E-commerce 227
Text A Understanding E-commerce 227
Text B Understanding E-commerce in China 236
Unit 18 International Business Organizations 240
Text A World Trade Organization 240
Text B Asia-Pacific Economic Cooperation 248
Key 253
Giossary 277