Part One：A Conceptual Overview

Chapter 1 Marketing:A Universal Discipline

Chapter 2 Marketing Management Philosophies

Part Two：International Marketing Environments

Chapter 3 Economic Environment

Chapter 4 Social and Cultural Environment

Chapter 5 Competitive Environment

Part Three：Strategic Marketing Planning

Chapter 6 Marketing Research

Chapter 7 Market Segmentation,Targeting and Positioning

Chapter 8 Market Entry and Expansion

Chapter 9 Consumer Behavior and Influence

Part Four：The Global Marketing Mix Strategies

Chapter 10 Product Strategies

Chapter 11 Service Strategies

Chapter 12 Pricing Strategies

Chapter 13 Distribution Strategies

Chapter 14 Promotion Strategies