Preface Acknowledgements 導(dǎo)讀 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 ……
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