前言（Preface）

Lesson 1 Where Do We Go From Here?

Lesson 2 The Power of the Well-Managed Database(Ⅰ)

Lesson 3 The Power of the Well-Managed Database(Ⅱ)

Lesson 4 Yes，the Markets Do Go Down

Lesson 5 Paradoxical Thinking and Creativity

Lesson 6 Pricing: Part Art，Part Science

Lesson 7 Brand Strategies and Consumer Behaviour

Lesson 8 Creating A Sales Force To Be Reckoned With

Lesson 9 When Do Commercials Boost Sales?

Lesson 10 Technologies Can Take Off Fast

Lesson 11 The World Economy on the Edge(Ⅰ)

Lesson 12 The World Economy on the Edge(Ⅱ)

Lesson 13 Changing the Rules of the Marketing Game(Ⅰ)

Lesson 14 Changing the Rules of the Marketing Game(Ⅱ)

Lesson 15 Choosing Where to Go Global: How to Prioritise Markets

Lesson 16 Competitive Strategy in the Information Age

Lesson 17 So the Elephants Danced(Ⅰ)

Lesson 18 So the Elephants Danced(Ⅱ)

Lesson 19 Electronic Cash and the End of National Markets(Ⅰ)

Lesson 20 Electronic Cash and the End of National Markets(Ⅱ)

Ket to the Exercises