International Marketing (6th Edition) (21st Century Business and Economics Authority Textbook Translation Series)

Author: Michael Zinko
Publisher:
Publish Date: 2004-01-01
Features: This book is written by the authoritative authors Michael Zinko and Ron Kaine in the field of international marketing in the United States and has received widespread acclaim abroad. It covers the fundamental theories and practical applications of international marketing, explaining from a global perspective how companies adapt to the realities of international markets, including everything from the initiation of international marketing to strategic partnerships. The 6th edition has three prominent features:
1. The content is organized to reflect the trend of international marketing evolving from export marketing to global marketing, enabling readers to better compare the characteristics of international marketing at different stages and facilitating learning and utilization by various international marketing enterprises.
2. The case studies are particularly rich. It provides nearly 30 case discussions and over 100 sidebar materials, most of which are also mini-cases.
3. It places special emphasis on leveraging the internet. It provides the websites of many important companies and institutions to allow readers to further gather information online.
Through a unique structural design and content arrangement, the author achieves the writing goal of being wise, engaging, and highly readable. This book can serve as a textbook for graduate and undergraduate students, as well as MBA students, in fields such as international trade, international business management, and marketing. It is also suitable for senior and middle-level managers of international enterprises, international business professionals, and marketing personnel of multinational corporations.