Global marketing

Author: Svend Holmsten
Publisher:
Publish Date: 2003-08-01
Features: The writing perspective of this book is for businesses competing in the international market, so it will definitely excite readers who want to understand the latest trends in international marketing. To reflect the new developments of the 21st century, the author has further updated the content of his best-selling book, adding an explanation of the increasing importance of e-commerce in global marketing. The main features of this book include a brilliant overview of the opportunities and challenges faced by small and medium-sized enterprises; emphasizing market adaptability while highlighting the relationship between buyers and sellers; emphasizing action-oriented decision-making; focusing on the value chain; paying attention to the marketing activities of countries in the Far East, especially China, on a global scale; and many examples and cases used to explain theories. In addition, the book further improves the introduction to new technologies, adds a new chapter on e-commerce strategy, integrates the concept of e-commerce throughout the book, and adds a new chapter on the socio-cultural environment, especially increasing the discussion on ethical issues. The purpose of writing this book is to help readers develop efficient and market-targeted global marketing plans. This book can be used as a global marketing textbook for undergraduate and graduate students, as well as for business marketing professionals. It provides readers with a comprehensive and easy-to-understand introduction to this important field of knowledge.