Chapter 1General View of International Business国际商务概述1.1What Is International Business?何谓国际商务？1.2Why Do We Study International Business?为何学习国际商务？1.3International Business and International Trade国际商务与国际贸易1.4Modes of International Business国际商务形式1.5The Need for Conducting International Business从事国际商务的必要性1.6Modern International Business Study现代国际商务研究1.7Why Do Companies Engage in International Business?公司介入国际商务之原因1.8Globalization全球化1.9Internationalization国际化1.10The GATT and the WTO关税与贸易总协定及世界贸易组织1.11China in International Business Arena国际商务舞台上的中国Chapter 2The Framework of International Business国际商务框架2.1Levels of Economic Integration经济一体化的层次2.2The Triad三足鼎立 (三大区域)2.3Outside the Triad三大区域之外Chapter 3Culture and International Business文化与国际商务3.1What Is Culture?何谓文化？3.2Layers of Culture文化层面3.3Reasons for the Differences Between Cultures文化差异的原因3.4Cultural Conflicts in International Business国际商务中的文化碰撞3.5Corporate Culture and National Culture企业文化与民族文化3.6Cultural Conflicts and Multinational Companies (MNCs)文化碰撞与跨国公司Chapter 4International Business Environment国际商务环境4.1The Economic Environment经济环境4.2The Political Environment政治环境4.3The Legal Environment法律环境4.4The Sociocultural Environment社会文化环境4.5The Technological Environment技术环境4.6The Financial Environment金融环境4.7The Information Environment信息环境4.8The Internal Environment内部环境Chapter 5International Trade国际贸易5.1What Is International Trade?何谓国际贸易？5.2How Did International Trade Start?国际贸易的起源5.3The Benefits, Structure of, and Reasons for International Trade国际贸易的利益、 结构及原因5.4International Trade in the Framework of the World Economy世界经济框架中的贸易5.5Incoterms《国际贸易术语通则》5.6Documentation of Export出口单证Chapter 6International Marketing国际营销6.1The Nature of Marketing营销的本质6.2Domestic Marketing and International Marketing国内营销与国际营销6.3Reasons for Marketing Abroad海外营销的原因6.4Market市场6.5International Marketing Environment国际营销环境6.6Marketing Strategy营销战略6.7Integrated Marketing整合营销6.8Direct Marketing直接营销6.9Positioning定位6.10Differentiation差异化营销6.11Personal Selling推销6.12AIDA“爱达”6.13FABV