PART 1 The International Marketing Environment Unit 1 Strategic Planning and Global Policy Unit 2 The Political and Economic Environment Unit 3 Scientific and Technological Environment Unit 4 The Cultural and Demographic Environment Unit 5 The Legal Impact on Marketing PART 2 Customers and Positioning Unit 6 International Marketing Research Unit 7 Positioning Unit 8 Consumers' Purchasing Behavior Unit 9 International Service Marketing Unit 10 Market Entry and Expansion PART 3 Integrated Marketing Communication Strategy Unit 11 Brand Management Unit 12 The Marketing Mix Unit 13 Internet Marketing and Social Media Unit 14 Global Distribution and Logistics Unit 15 Corporate Social Responsibility and Sustainability Glossary 參考文獻(xiàn)
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