全球市场营销学 英文版

READINGSReading 1：The World Economy After the Cold War 1

Name Index 1

BRIEF CONTENTSCHAPTER ONEGlobal Marketing 1

Subject Index 3

CHAPTER TWOThe Economic Environment 13

Reading 2：The Strategic Challenge of the Evolving Global Economy 14

Reading 3：Tailored Trade：Dealing with the World As It Is 24

CHAPTER THREEThe Financial Environment 26

Reading 4：The Logic of Global Business：An Interview with ABB’s Percy Barnevik 35

CHAPTER FOURThe Political and Legal Environment 36

CHAPTER FIVEThe Cultural Environment 45

CHAPTER SIXG lobal Product Strategies 56

Reading 5：Managing Foreign Exchange Risk Profitably 57

Reading 6：Exchange Blockage Risk：An Insurance Overview 72

CHAPTER SEVENGlobal Pricing Decisions 77

Reading 7：Are We Feeling More Competitive Yet？The Exchange Rate Gambit 80

Reading 8：Innovation in the International Financial Markets 95

CHAPTER EIGHTGlobal Logistics Channels 96

CHAPTER NINEGlobal Promotion Strategies 112

Reading 9：Analyzing Political Risk 118

Reading 10：Marketing Barriers in International Trade 130

CHAPTER TENGlobal Business Involvement：Market Entry Strategies 132

Reading 11：How an Industry Builds Political Advantage 144

CHAPTER ELEVENStrategic Global Market Management 146

Reading 12：Political Risk Analysis and Direct Foreign Investment：Some Problems of Definition and Measurement 157

CHAPTER TWELVEEthics and Global Marketing 159

Reading 13：The Silent Language in Overseas Business 169

Reading 14：Social Time：The Heartbeat of Culture 183

Reading 15：The Customer Is Always Wrong：A Look at the Socio-Cultural Impediments to the Growth of Consumer Orientation in India 189

Reading 16：The ImpactofCulture Upon Package Perception：An Experiment in Hong Kong and the United States 204

Reading 17：The Product Development Process in NIC Muitinationals 213

Reading 18：Key Decisions in International Marketing：Introducing New Products Abroad 224

Reading 19：Effects of U rbanization on Multinational Product Planning：Markets in Lesser-Developed Countries 236

Reading 20：Japanese Consumers：Introducing Foreign Products/Brands Into the Japanese Market 246

Reading 21：Some Aspects of International Pricing：A Neglected Area of Management Policy 264

Reading 22：Living with Price Control Abroad 271

Reading 23：Unraveling the Mystique of Export Pricing 280

Reading 24：Constituents of the International Transfer Pricing Decision 297

Reading 25：Using Export Specialists to Develop Overseas Sales 308

Reading 26：Parallel Import Channels—Options for Preserving Territorial Integrity 313

Reading 27：Distribution in Japan：Problems and Changes 329

Reading 28：International Channels of Distribution and the Role of Comparative Marketing Analysis 341

Reading 29：Comparative Evaluation of International Versus National Advertising Strategies 352

Reading 30：Pitfalls in Adve rtising Overseas 369

Reading 31：Standardized International Advertising：A Review and Critical Evaluation of the Theoretical and Empirical Evidence 375

Reading 32：Can Sales Promotion Go Global？ 400

Reading 33：Global or Stateless Corporations Are National Firms with International Operations 411

Reading 34：Joint Ventures in the Face of Global Competition 431

Reading 35：Competition for Competence and Interpartner Learning Within International Strategic Alliances 447

Reading 36：Countertrade：A Powerful Gobal Competitive Strategy for U．S．International Traders 477

Reading 37：Four Winning Strategies for the International Corporation 488

Reading 38：How to Take Your Company to the Global Market 505

Reading 39：Changing Patterns of International Competition 526

Reading 40：Global Strategic Planning：A Model and Recent Developments 557

Reading 41：A Comparison of the Ethical Behavior of American，French，and German Managers 576

Reading 42：Ethics：Are Standards Lower Overseas？ 594

Reading 43：Fostering Ethical Marketing Decisions 601

Reading 44：A Traveler’s Guide to Gifts and Bribes 621