Global Marketing

Author: Shen Cheng
Publisher:
Publish Date: 2004-02-01
Features: The characteristics of this book are as follows: , it has strong innovation. The compilation of this book is leading in China. It introduces and introduces some brand-new concepts, theories, and operational methods. Such as value chain, national competitive advantage, international product trade cycle, standardization and localization combined with global strategy, etc. Second, the whole book advocates a global marketing perspective, focusing on how to use resources from all over the world to explore and utilize opportunities around the world. Third, the context is clear, the logic is strong, and the readability is strong. Each chapter of this book introduces the main content, learning objectives, and the position of this chapter in the whole book at the beginning of the chapter, and there is a summary and review questions at the end of the chapter, as well as related cases. It is convenient for students to carry out self-study and inspire them to think deeply.