本书是国际营销资深学者沃伦·基根教授的代表作，在世界许多国家和地区广泛使用。书中介绍了很多前沿的概念或分析工具，如产品生命周期、杠杆作用、资源获取、全球战略伙伴关系、国家竞争优势分析框架等，帮助学生在全球营销中把握发展机会，成功实施4P理论和策略组合。本书配有丰富的教辅资源，包括PPT讲义、教师手册、试题等，适合用作高等院校经济管理类专业本科生、研究生、MBA、国际商务硕士等的双语教材。

Preface
PART ONE INTRODUCTION
Chapter 1 Introduction to Global Marketing
CASE 1-1 The Global Marketplace Is Also Local
1-1 Introduction and Overview
1-2 Principles of Marketing：A Review
Competitive Advantage，Globalization，and Global Industries
1-3 Global Marketing：What it is and What it isn't
1-4 The Importance of Global Marketing
1-5 Management Orientations
Ethnocentric Orientation
Polycentric Orientation
Regiocentric Orientation
Geocentric Orientation
1-6 Forces Affecting Global Integration and Global Marketing
Driving Forces
Restraining Forces
1-7 Outline of This Book
Summary
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