国际市场营销学 （原书第18版）指导教案 Chapter 1 – The Scope and Challenge of International Marketing.doc

Chapter01-TheScopeandChallengeofInternationalMarketing

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Chapter1–TheScopeandChallengeofInternationalMarketing

TeachingObjectives

Asanintroductorychapter,thebroadgoalistoprovideaviewofinternationalmarketingthatsetstheboundariesandscopeofthecourse.Theteachingobj