本书介绍了常见的国际知名银行和国际经济组织、国际贸易必备的营销知识，并按国际贸易流程介绍了国际贸易的谈判过程、商务合同及其写作技巧。本书还介绍了国际商务礼仪及商务技巧，为读者参与商务活动提供了一定的指导。此外，本书对一些国家的文化和商务习俗进行了简单介绍，让读者具有国际视角。每一部分都配有阅读材料，涵盖冶金、化工、纺织等行业，以便读者了解这些行业的基础知识，扩大知识面，提高阅读能力，满足未来的工作需要；书中有关外贸实务对话及口语的练习、商务英语考试（BEC）口语的练习，可以提高读者的口语及应用能力。

前　　言<br/>教学建议<br/>Introduction Globalization 1<br/>PART 1<br/>WORLD RENOWNED BANKS AND INTERNATIONAL ORGANIZATIONS<br/>Chapter 1 The World-Renowned Banks 6<br/>1.1 Citigroup 6<br/>1.2 JPMorgan Chase 7<br/>1.3 Bank of America 7<br/>1.4 Barclays Bank 8<br/>1.5 Hong Kong and Shanghai Banking Corp. Ltd. 8<br/>1.6 Bank of China 9<br/>1.7 Bank of Montréal 9<br/>1.8 Swiss Bank Corp. 10<br/>1.9 First Interstate Bank 10<br/>1.10 Standard Chartered Bank 11<br/>1.11 Deutsche Bank 11<br/>1.12 Bank of England 11<br/>1.13 Wells Fargo & Company 12<br/>1.14 Industrial and Commercial Bank of China 12<br/>1.15 China Construction Bank 13<br/>1.16 Agricultural Bank of China 13<br/>Chapter 2 International Economic Organizations 17<br/>2.1 Comprehensive Economic Organizations 17<br/>2.2 Organizations in Trade 28<br/>2.3 Organizations in Finance 31<br/>PART 2<br/>INTERNATIONAL MARKETING<br/>Chapter 3 Introduction of Marketing 42<br/>Chapter 4 Analysis of Market Environment 47<br/>4.1 Background of Market Environment 47<br/>4.2 Relevant Knowledge 49<br/>Chapter 5 Market Research 52<br/>5.1 Pre-knowledge 52<br/>5.2 Theory of Marketing 54<br/>Chapter 6 Market Segmentation, Targeting and Positioning 59<br/>6.1 Introduction 59<br/>6.2 Relevant Knowledge 62<br/>Chapter 7 The Marketing Mix 74<br/>7.1 4P’s 74<br/>7.2 Promotional Mix 76<br/>Chapter 8 Distribution 92<br/>8.1 Channels of Distribution 92<br/>8.2 Wholesaling 95<br/>Chapter 9 About E-commerce 99<br/>9.1 Marketing for E-commerce 99<br/>9.2 Relevant Knowledge 102<br/>PART 3<br/>PRACTICE OF INTERNATIONAL BUSINESS<br/>Chapter 10 Principles, Structure, and Layout of Business Letters 110<br/>10.1 General Principles of Business Communication 110<br/>10.2 Structure of Business Letters 111<br/>10.3 Layout of Business Letters 113<br/>Chapter 11 Establishing Business Relations 122<br/>11.1 Pre-knowledge 122<br/>11.2 Correspondence Writing Guide and Specimen Letters 123<br/>11.3 Dialogues 127<br/>Chapter 12 Inquiries and Offers 132<br/>12.1 Pre-knowledge 132<br/>12.2 Correspondence Writing Guide and Specimen Letters 133<br/>12.3 Dialogues 138<br/>Chapter 13 Counter-offers 143<br/>13.1 Pre-knowledge 143<br/>13.2 Correspondence Writing Guide and Specimen Letters 144<br/>13.3 Dialogues 147<br/>Chapter 14 Shipment 157<br/>14.1 Pre-knowledge 157<br/>14.2 Correspondence Writing Guide and Specimen Letters 159<br/>14.3 Dialogues 174<br/>Chapter 15 Insurance 184<br/>15.1 Pre-knowledge 184<br/>15.2 Correspondence Writing Guide and Specimen Letters 186<br/>15.3 Dialogues 191<br/>Chapter 16 Terms of Payment 196<br/>16.1 Pre-knowledge 196<br/>16.2 Correspondence Writing Guide and Specimen Letters 198<br/>16.3 Dialogues 211<br/>Chapter 17 Complaints, Claims, and Settlement 223<br/>17.1 Pre-knowledge 223<br/>17.2 Correspondence Writing Guide and Specimen Letters 224<br/>17.3 Dialogues 229<br/>Chapter 18 Conclusion of Business 235<br/>18.1 Pre-knowledge 235<br/>18.2 Correspondence Writing Guide and Specimen Letters 236<br/>18.3 Dialogues 242<br/>PART 4<br/>INTERNATIONAL TRADE THEORIES<br/>Chapter 19 Classical Trade Theories 250<br/>19.1 Mercantilism Theory 251<br/>19.2 Absolute Advantage Theory 252<br/>19.3 Comparative Advantage Theory 255<br/>Chapter 20 New Classical Trade Theories 263<br/>20.1 Heckscher-Ohlin Theory 263<br/>20.2 The Leontief Paradox 265<br/>Chapter 21 Modern Trade Theories 268<br/>21.1 Product Life Cycle Theory 268<br/>21.2 National Competitive Advantage Theory: Porter’s Diamond Model 270<br/>21.3 New Trade Theory 272<br/>21.4 Economies of Scale Theory 274<br/>Chapter 22 Instruments of Trade Policy 276<br/>22.1 Tariff Barriers 277<br/>22.2 Non-tariff Barriers 280<br/>PART 5<br/>INTRODUCTION OF COUNTRIES ON THE BELT AND ROAD<br/>Chapter 23 Countries on the Silk Road Economic Belt 294<br/>23.1 Kyrgyzstan 294<br/>23.2 Uzbekistan 297<br/>23.3 Czech 301<br/>23.4 Germany 303<br/>Chapter 24 Countries on the 21st Century Maritime Silk Road 311<br/>24.1 Republic of Korea 311<br/>24.2 Myanmar 313<br/>24.3 Ethiopia 315<br/>24.4 Djibouti 321<br/>24.5 Kenya 323<br/>24.6 Uganda 325<br/>24.7 Cameroon 328<br/>Chapter 25 Other Countries in America 333<br/>25.1 Mexico 333<br/>25.2 Ecuador 338<br/>Reference Answers 344<br/>Bibliography 345