International Marketing

Author: Philip R. Cateora
Publisher:
Publish Date: 2003-01-01
Features: Besides the book's well-structured and rich content, the following aspects left a deep impression on the translator: First, it reflects new research findings and development trends. Second, it studies and elaborates on international marketing activities within the context of the environment, particularly the cultural environment. Third, it is well-supported by substantial data and closely tied to practical applications. Fourth, it is highly readable.
[Book Description] Know yourself and know your enemy, and you will be invincible. From this perspective, the book describes the history, geography, culture, business customs, political, and legal environments of the global market, introducing Europe, the Americas, the Asia-Pacific, Africa, the Middle East, regional trade groups, and emerging markets. It evaluates global market opportunities and elaborates in detail on the formulation and implementation of global marketing strategies, placing international marketing activities within the context of the environment, especially the cultural environment. The book contains many practical examples about China, demonstrating China as seen by foreigners. "Almost every page tells a story about some aspect of international marketing, some of which is incredible or unexpected; some is humorous or quirky, but all are enlightening." Even flipping through it casually, you can feel the book's smooth writing and cleverly crafted structure.