International Marketing

Author: Lü Yudo / Chang Shizheng (Editor-in-Chief)
Publisher:
Publish Date: 2004-02-01
Features: This book consists of four parts and sixteen chapters. The International Marketing Environment section helps readers understand the international marketing environment. The International Marketing Strategy section helps readers master international marketing strategies, conduct international market segmentation and positioning, adopt the right methods to enter international markets, and implement business and competitive strategies in international markets. The International Marketing Tactics section helps readers master international marketing tactics, correctly using various techniques and methods to achieve international marketing goals. The International Marketing Management section helps readers effectively organize and control international marketing, enabling them to understand how to conduct market research, forecasting, and evaluation, as well as how to implement international marketing management. This book combines the strengths of existing domestic works and incorporates and references the latest research findings in international marketing from abroad. It is both theoretical and highly practical and operational, with comprehensive content and an innovative structure. This book can serve as a textbook for colleges and universities, a training manual for various types of professional training, and a reference for management personnel at all levels and in all types of organizations.