內容大鋼
本書介紹了常見的國際知名銀行和國際經濟組織、參與國際貿易必備的營銷知識，並按國際貿易流程介紹了國際貿易的談判過程、商務合同及其寫作技巧。本書還介紹了國際商務禮儀及商務技巧，為讀者參與商務活動提供了一定的指導。此外，本書對一些國家的文化和商務習俗進行了簡單介紹，以讓讀者具有國際視角。每一部分都配有閱讀材料，涵蓋冶金、化工、紡織等行業，以便讀者了解這些行業的基礎知識，擴大知識面，提高閱讀能力，滿足未來的工作需要。書中有關外貿實務對話及口語的練習、商務英語考試（BEC）口語的練習，可以提高讀者的口語及應用能力。
本書針對國際經濟與貿易、國際商務等經管類專業的本科生、MBA及國際貿易學的碩士生而編寫，對參加自學考試的學生及其他從事或準備從事國際貿易的人員來說，也非常有參考價值。
目錄
前 言
教學建議
Introduction Globalization
PART 1 WORLD RENOWNED BANKS AND INTERNATIONAL ORGANIZATIONS
Chapter 1 The World-Renowned Banks
1.1 Citigroup
1.2 JPMorgan Chase
1.3 Bank of America
1.4 Barclays Bank
1.5 Hong Kong and Shanghai Banking Corp. Ltd.
1.6 Bank of China
1.7 Bank of Montr?al
1.8 Swiss Bank Corp.
1.9 First Interstate Bank
1.10 Standard Chartered Bank
1.11 Deutsche Bank
1.12 Bank of England
1.13 Wells Fargo & Company
1.14 Industrial and Commercial Bank of China
1.15 China Construction Bank
1.16 Agricultural Bank of China
Chapter 2 International Economic Organizations
2.1 Comprehensive Economic Organizations
2.2 Organizations in Trade
2.3 Organizations in Finance
PART 2 INTERNATIONAL MARKETING
Chapter 3 Introduction of Marketing
Chapter 4 Analysis of Market Environment
4.1 Background of Market Environment
4.2 Relevant Knowledge
Chapter 5 Market Research
5.1 Pre-knowledge
5.2 Theory of Marketing
Chapter 6 Market Segmentation, Targeting and Positioning
6.1 Introduction
6.2 Relevant Knowledge
Chapter 7 The Marketing Mix
7.1 4P』s
7.2 Promotional Mix
Chapter 8 Distribution
8.1 Channels of Distribution
8.2 Wholesaling
Chapter 9 About E-commerce
9.1 Marketing for E-commerce
9.2 Relevant Knowledge
PART 3 PRACTICE OF INTERNATIONAL BUSINESS
Chapter 10 Principles, Structure, and Layout of Business Letters
10.1 General Principles of Business Communication
10.2 Structure of Business Letters
10.3 Layout of Business Letters
Chapter 11 Establishing Business Relations
11.1 Pre-knowledge
11.2 Correspondence Writing Guide and Specimen Letters
11.3 Dialogues
Chapter 12 Inquiries and Offers
12.1 Pre-knowledge
12.2 Correspondence Writing Guide and Specimen Letters
12.3 Dialogues
Chapter 13 Counter-offers
13.1 Pre-knowledge
13.2 Correspondence Writing Guide and Specimen Letters
13.3 Dialogues
Chapter 14 Shipment
14.1 Pre-knowledge
14.2 Correspondence Writing Guide and Specimen Letters
14.3 Dialogues
Chapter 15 Insurance
15.1 Pre-knowledge
15.2 Correspondence Writing Guide and Specimen Letters
15.3 Dialogues
Chapter 16 Terms of Payment
16.1 Pre-knowledge
16.2 Correspondence Writing Guide and Specimen Letters
16.3 Dialogues
Chapter 17 Complaints, Claims, and Settlement
17.1 Pre-knowledge
17.2 Correspondence Writing Guide and Specimen Letters
17.3 Dialogues
Chapter 18 Conclusion of Business
18.1 Pre-knowledge
18.2 Correspondence Writing Guide and Specimen Letters
18.3 Dialogues
PART 4 INTERNATIONAL TRADE THEORIES
Chapter 19 Classical Trade Theories
19.1 Mercantilism Theory
19.2 Absolute Advantage Theory
19.3 Comparative Advantage Theory
Chapter 20 New Classical Trade Theories
20.1 Heckscher-Ohlin Theory
20.2 The Leontief Paradox
Chapter 21 Modern Trade Theories
21.1 Product Life Cycle Theory
21.2 National Competitive Advantage Theory: Porter』s Diamond Model
21.3 New Trade Theory
21.4 Economies of Scale Theory
Chapter 22 Instruments of Trade Policy
22.1 Tariff Barriers
22.2 Non-tariff Barriers
PART 5 INTRODUCTION OF COUNTRIES ON THE BELT AND ROAD
Chapter 23 Countries on the Silk Road Economic Belt
23.1 Kyrgyzstan
23.2 Uzbekistan
23.3 Czech
23.4 Germany
Chapter 24 Countries on the 21st Century Maritime Silk Road
24.1 Republic of Korea
24.2 Myanmar
24.3 Ethiopia
24.4 Djibouti
24.5 Kenya
24.6 Uganda
24.7 Cameroon
Chapter 25 Other Countries in America
25.1 Mexico
25.2 Ecuador
Reference Answers
Bibliography
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