本教材向?qū)W生介紹了亞洲、歐洲、美洲、非洲等地區(qū)有關(guān)的經(jīng)貿(mào)信息以及世界貿(mào)易組織的一些基本情況，同時也介紹了一些跨國公司的營銷管理知識，使學(xué)生較為全面地了解國際經(jīng)貿(mào)活動的背景知識、國際營銷和管理的基本概念和成功案例。
本書的編排形式為：篇章、詞匯、注釋及思考討論。全書共分8章，第1、2、3、4章為世界各地經(jīng)貿(mào)背景和知識；第5章介紹世界貿(mào)易組織；第6、7章概述市場營銷和管理的基本知識與成功案例；第8章展現(xiàn)經(jīng)濟(jì)全球化的進(jìn)展與影響。
Part One Asia and Oceania
Chapter 1 East Asia
Chapter 2 Southeast Asia
Chapter 3 South Asia
Chapter 4 West Asia
Chapter 5 Oceania
Chapter 6 APEC
Part Two Americas
Chapter 1 North America
Chapter 2 US Financial Crisis
Chapter 3 Canada
Chapter 4 South America
Part Three Europe
Chapter 1 South Europe
Chapter 2 West Europe
Chapter 3 Middle Europe
Chapter 4 North Europe
Chapter 5 East Europe
Chapter 6 European Union
Part Four Africa
Chapter 1 North Africa
Chapter 2 East Africa
Chapter 3 The West and Central Africa
Chapter 4 South Africa
Chapter 5 China and Africa
Chapter 6 African Business
Part Five WTO
Chapter 1 WTO
Chapter 2 Principles
Chapter 3 WTO and China
Chapter 4 WTO and US
Chapter 5 WTO and EU
Part Six International Marketing
Chapter 1 Introduction
Chapter 2 Marketing Strategy
Chapter 3 Cases of International Marketing
Part Seven Multinational Management
Chapter 1 Corporate Social Responsibility
Chapter 2 Approach to Managing
Chapter 3 Cases of Multinational Management
Part Eight Economic Globalization
Chapter 1 Economic Integration and Globalization
Chapter 2 Dimensions of Globalization
Chapter 3 Institutional Arrangements
Chapter 4 External Economic Growth in China
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