International Marketing (Second Edition)

Author: Cai Xin Chun
Publisher:
Publish Date: 2004-03-01
Features: This book emphasizes the independence of the discipline of international marketing, strives to avoid simple repetition of basic marketing content, while maintaining a close connection with it, reflecting its characteristic as a branch of marketing. This textbook aims to change the past practice of some related textbooks that simply added international marketing examples to the framework and content of basic marketing, treating it as an international marketing textbook. It heavily highlights the independence of the discipline of international marketing, avoids simple repetition of basic marketing content, but at the same time pays attention to its close connection with basic marketing, reflecting its characteristic as a branch of marketing. That is, the principles, principles, strategic ideas, and methods it elaborates on for engaging in international marketing are based on the fundamental knowledge of marketing principles that relevant personnel have already mastered. Further learning and mastering the relevant theories and practices of this specific field of international marketing are necessary to do international marketing well. Therefore, this textbook is essentially a supplementary textbook for basic marketing. Students and practitioners of marketing or related fields must first study basic marketing well before studying international marketing. They cannot only study international marketing without studying basic marketing, because the rigorous and scientific discipline system of international marketing does not repeat the content of marketing principles. Without first learning and mastering the basic knowledge of basic marketing, it is impossible to learn international marketing well.