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This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:

New! Thorough integration of Web 2.0 application throughout the book, including updates and examples for students and lecturers now available from the author through Twitter.

New! Each chapter-opening vignette is now linked to an end-of-chapter case with discussion questions.

New! 4-color text design and reorganization of the chapters.

Updated! Culture Watch features draw students' attention to the possible challenges faced by international marketing by giving examples from across the globe.

Updated! Closing case studies from the Middle East, South Africa, Europe, Asia, and Australia apply the discussed theories to a real company example.

Preface

Acknowledgments

About the Authors

PART 1 INTRODUCTION

Chapter 1 Introduction to Global Marketing

　　Introduction and Overview

　　Principles of Marketing:A Review

　　Competitive Advantage, Globalization, and Global Industries

　　Global Marketing: What It Is and What It Isn't

　　The Importance of Global Marketing

　　Management Orientations

　　Ethnocentric Orientation

　　Polycentric Orientation

　　Regiocentric Orientation

　　Geocentric Orientation

　　Forces Affecting Global Integration and Global Marketing

　　Multilateral Trade Agreements

　　Converging Market Needs and Wants and the Information Revolution

　　Transportation and Communication Improvements

　　Product Development Costs

　　Quality

　　World Economic Trends

　　Leverage

　　Outline of This Book

PART 2 THE GLOBAL MARKETING ENVIRONMENT

Chapter 2 The Global Economic Environment

　　The World Economy--An Overview

　　Economic Systems

　　Market Capitalism

　　Centrally Planned Socialism

　　Centrally Planned Capitalism and Market Socialism

　　Stages of Market Development

　　Low-Income Countries

　　Lower-Middle-Income Countries

　　Upper-Middle-Income Countries

　　Marketing Opportunities in LDCs and Developing Countries

　　High-Income Countries

　　The Triad

　　Marketing Implications of the Stages of Development

　　Balance of Payments

　　Trade in Merchandise and Services

PART 3 APPROACHING GLOBAL MARKETS

PART 4 THE GLOBAL MARTETING MIX

PART 5 STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

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编辑推荐

This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you.should be aware, that it has been wrongfully imported without the approval of the Publisher or the Author.Pearson International Edition.

书籍介绍

The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The new edition focuses on the recent changes in the world, including the global financial crisis.

MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。